FreeWheel, NBCUniversal complete first stage of unification initiative | Ad Tech | News | Rapid TV News
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Marking what it says is an important step forward in ad buying across all video platforms, FreeWheel has completed the first stage of a technology unification initiative with NBCUniversal to extend ad decisioning capabilities to traditional TV inventory.

nbc 15 jan 2019NBCU’s overall mission is to help create an ecosystem that is easier, simpler and more accessible for all advertisers.

The ad tech firm says that it will ultimately offer NBCU one order, one report buying, and the first stage focused on building the connections between NBCU’s digital and linear ad delivery technologies. This it said laid the foundation NBCU to sell and execute inventory more effectively across all screens in a unified fashion, a long-standing goal for the industry.

With the linear and digital delivery systems now connected, NBCU is using FreeWheel’s dynamic ad decisioning technology to optimise linear TV schedules in coordination with linear trafficking. Bringing digital capabilities to linear TV inventory has historically been challenging since ad placement decisions must be inclusive of all buying parameters, such as competitive separation, programming and daypart restraints, and special sponsorship linkages.

Having demonstrated the value of decisioning technology for optimising linear schedules, NBCU will roll out the capability across its channels throughout 2019. The two companies are also working toward enabling delivery based on additional criteria chosen by the advertiser — such as delivery against a particular data segment, or delivery of a specific KPI.

The next stage of the unification programme will include the ability to optimise campaigns in-flight across linear and digital, optimise between direct sold and programmatic channels and enable household addressability. Both companies see these as critical to increasing the accessibility of television to new advertisers through greater automation while improving campaign performance.

“When an advertiser places a schedule with us across any of our video properties, it needs to be easy to execute and seamless to measure consistently across platforms,” said Krishan Bhatia, EVP, business operations and strategy, advertising, NBCUniversal. “The success of our recent work on optimised linear scheduling brings us one step closer to that goal. Every solution we create should make the advertising ecosystem more accessible to any advertiser. Buying on television should be as simple as turning on your television.”