NBCUniversal Selects 4C to Power One Platform

Feb 25, 2020 • NBCUniversal

Source: NBCUniversal

With New Proprietary Technology + Best-in-Class Partnerships with 4C Insights, FreeWheel & Operative, NBCUniversal Is Doubling Down on the Future of Advertising

NEW YORK, NY — February 25, 2020 — Recently, NBCUniversal announced One Platform, a strategy to reach all audiences across every screen. One Platform is now hitting the marketplace and unveiled its all-audiences transaction model ahead of the 2020-21 upfront season. Backed by a strong investment in new technologies and best-in-class partnerships, NBCU is pushing the industry forward to give marketers the power to reach all audiences across our ecosystem, and enables every impression to be data-informed.


Through a combination of proprietary technology development and best-in-class partnerships, NBCU is investing in technology capabilities that deliver flexibility, efficiency, and effectiveness to marketers and a better ad experience for consumers focusing in these key areas: Optimization, Planning & Delivery, and Measurement.

NBCUniversal is expanding its AdSmart suite of advanced advertising products, building on its proprietary audience graph, linear audience optimizer, and programmatic linear API. The company is now expanding its linear optimization solution to include Nielsen demo target audiences, and in partnership with 4C Insights, is introducing a first-to-market cross-platform optimizer for unduplicated audience reach across linear and digital. With these new optimization capabilities, advertisers will be able to easily and efficiently target all audiences across all screens, leveraging the unequaled value and impact of NBCUniversal’s full portfolio of premium video content to help brands reach key audiences at scale.

NBCUniversal is partnering with leading ad tech companies to simplify and streamline the planning and delivery process for marketers. With Operative, NBCUniversal is unifying planning to deliver partners the strongest and clearest proposals and ensure efficiency across every investment, while with Comcast-owned FreeWheel, NBCUniversal is unifying scheduling and trafficking of campaigns across linear and digital platforms concurrently, enabling more effective pacing and delivery at scale.

With NBCUniversal’s One Platform now enabling every impression to be data-informed, measurement is more critical than ever before when it comes to proving the impact of media investments. NBCUniversal will be expanding CFlight cross-platform impression measurement to include OTT co-viewing, out-of-home measurement (OOH) as well as short-form video. In addition, NBCU is developing in-campaign and post-campaign measurement dashboards to provide marketers with timely and consistent insights into how each impression across platforms drives impact for their business.


The transaction model opens the door for marketers to choose the best solution for their business, offering guarantees across all audiences including: Broad Reach Audiences, Demo Target Audiences, Advanced Target Audiences and Sponsorship & Live Events.

Marketers looking to take advantage of NBCUniversal’s unparalleled scale and reach will find a perfect solution in broad reach audiences, a new standard for network and daypart buys across NBCU’s premium video. The A18-49 demo was introduced in 1962 when the U.S was half the population size and only three networks existed. Today, NBCUniversal reaches an incredible 211 million adults aged 18+ every single month. This broad, scaled audience is critical for brands across a variety of categories, including: direct-to-consumer brands; automotive companies, consumer packaged goods; movie studios; travel and leisure; and more. And with NBCU’s new planning and delivery tools, marketers can now use NBCUniversal’s full breadth and depth to reach the biggest audience with the most effective and efficient campaign.

Marketers looking to transact on Nielsen age and gender demographics will now be able to access the full NBCUniversal video platform in a single campaign, with the flexibility to buy across one screen or all screens. NBCUniversal’s AdSmart now includes two new capabilities for Nielsen demo-based buys: data-driven national TV campaigns optimized to reach a single demo across the company’s linear portfolio, and data-driven cross-platform campaigns optimized for unduplicated reach across the company’s linear, digital video and OTT footprint. The new cross-platform optimizer, in partnership with 4C Insights, will enable advertisers to take advantage of the unparalleled scale of NBCUniversal to reach their preferred demos wherever they are, no matter the screen.

Marketers looking to reach custom consumer segments will continue to have access to advanced audience targeting powered by AdSmart, from data-driven national TV campaigns optimized to reach advanced target audiences across the company’s linear portfolio, to precision digital campaigns with dynamic delivery, to advanced target consumers across the company’s premium short-form and long-form video. As part of the partnership with 4C Insights, NBCUniversal will also offer cross-platform campaigns optimized for unduplicated reach of advanced target audiences. This new cross-platform offering is an important expansion to NBCUniversal’s solution for marketers to reach the exact audiences that will help them drive business impact.

Marketers looking to tap into the biggest cultural moments can use NBCUniversal’s full ecosystem to reach audiences across all platforms, from the Red Carpet to the Tokyo Olympics to the 2020 Presidential Election. From traditional audience demographic guarantees to unique integrations, NBCUniversal allows brands to become a part of moments that move audiences and inspire action.

The One Platform structure allows advertisers to leverage the full power of NBCUniversal’s extensive content and expansive scale.