Cannes Lions: NBCUniversal Expands One Platform Digital Ad System Through Alliances With European, Asian Broadcasters
variety.comPatrick Frater Asia Bureau Chief NBCUniversal is to expand its One Platform advertising, technology, data and measurement system further into global markets through an alliance with international broadcast and tech partners.
The move was announced on Tuesday at the Cannes Lions advertising convention in Cannes, France.International partners include Atresmedia from Spain, Bell Media from Canada, Channel 4 from the U.K., Mediaset from Italy, Seven West Media from Australia, Sky Media from the U.K., Italy and Germany, and Talpa from the Netherlands, TF1 Pub of France, Japan’s Tokyo Broadcasting Systems and Omnicom Media Group. “By bringing together leading local broadcasters and publishers across the world, NBCUniversal seeks to enhance the premium video ecosystem and build the foundation for greater industry advancement and collaboration at an international level, across data and identity, activation and automation, ad innovation, and measurement,” NBCUniversal explained in a statement.
One Platform Global also includes Comcast subsidiary FreeWheel, which positions itself as one of the industry’s most complete ad management solutions.
It enables clients to manage and monetize their premium video inventory in a brand-safe manner. One Platform Global will be operational from October.
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