UPFRONTS: NBCUniversal to Guarantee “Targeted Delivery of Optimized Investments”
What: NBCUniversal moves forward in its suite of data products with an advancement of its Audience Targeting Platform (ATP) product with ATP 2.0.
Why it matters: NBCUniversal now joins other networks in offering “the targeted delivery of optimized investments as the exclusive currency” for “select” marketers for the 2016-2017 upfront marketplace.
NBCUniversal has announced another evolution in its suite of data products with an advancement of its Audience Targeting Platform (ATP) product with ATP 2.0. Available to select advertisers in the 2016-2017 Upfront marketplace, the company will, for the first time, fully guarantee the targeted delivery of optimized investments as the exclusive currency for these partnerships, replacing traditional age and gender metrics.
ATP 2.0’s new campaign measurement will match each advertiser’s unique multi-dimensional data set with the richest data sources in the industry including NBCUniversal viewership data from Comcast set-top-boxes, and other third party sources. Additionally, NBCUniversal will incorporate its own first party information including from Fandango and GolfNow as well as anonymized first and third-party consumer data. All of those sources will combine to identify top performing, client-specific inventory across NBCUniversal’s entire portfolio of national broadcast and cable networks at the program level.
ATP 2.0’s new campaign measurement will match each advertiser’s unique multi-dimensional data set with the richest data sources in the industry
Additionally, ATP 2.0 now will offer both national linear TV optimization and household level targeting within NBCUniversal’s VOD platforms to provide the most effective way to target campaigns to audiences exclusively within a premium video content environment.
“ATP 2.0 represents another profound advancement in how we measure and target audiences more accurately,” said Mike Rosen, Executive Vice President, Advertising Sales, News and Hispanic Groups, NBCUniversal. “The driving force behind all of our data-driven innovations is NBCUniversal’s ability to identify and aggregate distinct audiences at scale. ATP 2.0’s use of rich data as both the selection criteria and guaranteed currency of advertising investments provides a new level of accountability to more optimally and efficiently deliver each client's unique business objectives.”
ATP was first launched in January 2015 and will continue to be part of the company’s recently announced Audience Studio suite of data products which also include:
- NBCUx and NBCUx for Linear TV, its programmatic offering across digital video, mobile and display platforms and linear television;
- NBCU+ Powered by Comcast, its addressable capability offered in collaboration with Comcast;
- and Social Synch, which helps extend advertisers’ and NBCUniversal’s social media content campaigns in a targeted manner across all major social platforms.