First, a definition.
Programmatic media or ad buying is the use of technology to automate and optimize the ad buying process in real-time. Programmatic ads are placed using AI and real-time bidding for online display, social media ads, mobile and video campaigns. Programmatic technology allows marketers to place ads according to predefined set of data and get it a more efficient price.
This week, NBCUniversal announced NBCUx for Linear TV, the industry’s first national programmatic TV offering at scale.
Last year, NBCUx launched as a digital programmatic offering make its digital video and display inventory available for programmatic buying. Beginning in the fall, advertisers will be able to use data and automation to build media plans for NBC’s TV inventory on both cable and broadcast networks.
As part of the new offering, “select advertisers will be enabled to include traditional TV inventory in their automated media plans via a private exchange using a combination of their own data, third-party data sources and NBCUniversal’s television inventory.”
Why It’s Hot
The goal of programmatic advertising is to make the price as cheap as possible, with NBCU now extending that to television, brands may be able to get more bang for their buck. The announcement comes less than a year after NBCU’s parent company purchased Visible World, a technology company that helps advertisers place TV commercials across the country that reach very specific audience. These steps will help increase efficiency and hopefully start to make TV ad buying better tailored to specific audiences.