Originally published by AdExchanger on January 9, 2024
By: Alyssa Boyle
NBCUniversal is kicking off the new year with a programmatic progress report during CES in Las Vegas this week.
Two years since NBCU began serving programmatic ads on Peacock, about 30% of Peacock ads are sold programmatically. While linear TV ad growth is plateauing (or even declining for some networks), NBCU’s programmatic ad revenue rose 50% last year compared to 2022.
NBCU attributes much of this growth to recent partnerships with alternative demand-side platforms, such as StackAdapt, Simpli.fi and Blockboard that service local and midsize advertisers.
Programmatic poses “a really big opportunity for smaller companies to get into streaming” by simplifying the process of buying TV ads, Ryan McConville, NBCU EVP of ad platforms and operations, told AdExchanger. And more brand clients equal more ad revenue for publishers.
Specifically, NBCU zeroed in on live events, retail data and identity to win over more marketers.