NBCU Expands One Platform's Reach To 190+ Countries
- by Karlene Lukovitz @KLmarketdaily, June 20, 2023
NBCUniversal is expanding the international reach of its One Platform technology and content solution to more than 190 countries spanning Europe, Asia, Australia and the Americas.
One Platform, underpinned by FreeWheel technology, lets marketers manage multi-market campaigns across addressable linear TV, CTV and premium digital video ad inventory in a single programmatic or direct buy.
The platform, which already reached a billion consumers globally each month, will now allow marketers to reach “millions more” consumers through global-to-local content from expansion partners including Atresmedia, Bell Media, Seven West Media, Sky Media, Talpa Network, TF1 Group, Tokyo Broadcasting System (TBS) and Omnicom Media Group, according to NBCU.
One Platform’s expanded network will include more than 100 broadcasters, 1,000 digital publishers and more than 50 demand-side platforms (DSPs).
The expanded global offering will be fully operational and ready to transact as of October, NBCU said.
The complexity of transacting across multiple markets at scale “has so far kept marketers from accessing an increasingly global consumer base,” said Krishan Bhatia, president and chief business officer, NBCU, in the announcement. “By uniting Comcast’s position in premium content, global marketer relationships and technology expertise in NBCUniversal and FreeWheel, we’re scaling our platform and capabilities to deliver monetization at scale.”
“Today there is huge friction when trying to execute, from a single access point, a multi-market, multi-publisher premium CTV campaign,” added Johan Boserup, global CEO, investment, Omnicom Media Group. "Add the need for mass reach and scale, standardization of measurement and reporting, and that friction is currently a barrier to entry. One Platform marks a significant step forward in solving these challenges.”
Participating publishers will be able to use One Platform’s centralized framework and operational processes to drive incremental revenue growth, NBCU said.
