During One22, NBCUniversal’s second annual local-to-global developer conference, the company presented a new standard for industry interoperability and cross-platform activation with new partner integrations and enhancements, and updates to its One Platform technology stack. Specifically, the group is fully enabling programmatic buying on Peacock and enabling programmatic guaranteed activation of NBCUnified audiences; scaling cross-platform activation with iSpot and cross-publisher activation with OpenAP; and driving industry-wide workflow efficiencies with automated cross-platform RFPs in partnership with Mediaocean and Salesforce.
After enabling programmatic guaranteed access to Peacock on-demand inventory in October 2021, NBCUniversal is now fully enabling Peacock programmatic buying, expanding on current enablement in 2022. In detail, the company will launch new Peacock DSP integrations consistent with its DSP-agnostic approach, including with Adobe, Amazon, Amobee, Beeswax, Samsung DSP, Viant and Xandr; Peacock private marketplace deals; and access to Peacock linear channels and premium live events.
In addition, NBCUniversal will make its NBCUnified audience segments available for activation through programmatic guaranteed buys as well as direct buys.
● SCALED CROSS-PLATFORM ACTIVATION WITH ISPOT AND OPENAP
Coming in 2022, marketers will be able to activate cross-platform advanced audience media buys using iSpot viewership, a trusted data source already adopted by leading advertisers and agencies. NBCUniversal is also integrating its NBCUnified first-party data and identity platform with OpenAP’s OpenID to make it even easier for its marketers to activate cross-platform advanced audience campaigns across the entire premium media ecosystem. Upon campaign completion, marketers will receive aggregated cross-platform, cross-publisher deduplicated reach and frequency through OpenAP’s XPm framework.
To drive efficiency for the media planning process, NBCUniversal, together with Salesforce and Mediaocean, is offering the industry a new way to create, manage and automate converged RFPs across linear and digital. Available for all agencies and publishers to use later this year, this added layer of automation to One Platform will streamline the day-to-day workflows for planners and buyers.
Specifically, Mediaocean’s Prisma and Salesforce’s Media Cloud are coming together, thanks to NBCU’s APIs, to transform how RFPs are processed. Agencies will now be able to submit a single RFP across linear and digital, which will be automatically added into NBCUniversal’s proposal pipeline, increasing response time, and enabling faster, more efficient fulfillment.
In addition to these expansive partnerships and new One Platform tech enhancements, at One22 NBCUniversal also premiered its first round of Certified Measurement Partners and converged technology and creativity with a series of data-driven innovations and new commerce experiences. Together, these milestones will provide actionable ways for the entire media and technology ecosystem to step into the future of marketing and advertising, setting the stage for the company to deliver even further on #OurPartnershipCommitment at the NewFronts on May 2 and Upfront on May 16.
"Consumer behavior has shifted more in the last ten years than the previous fifty. Audiences are watching more premium video content than ever before, but they’re watching it on linear, digital, streaming, and everything in between. In short, our viewers live in a cross-platform world. To reflect that reality and ensure marketing partners have the data they need to make smart investments, we must vastly improve our measurement capabilities across the board. That begins by harnessing the identity data that marketers need, and connecting it back to our measurement," said Kelly Abcarian, EVP of Measurement & Impact at NBCUniversal Media.