WHAT IS ADSMART?
AdSmart from NBCUniversal is our industry-leading holistic suite of advanced advertising solutions that powers audience targeting and optimization as part of NBCUniversal’s One Platform.
AdSmart brings together NBCU’s unmatched premium portfolio and data-driven targeting capabilities to reach the right consumers across all screens for your business objectives. Whoever your audience is, whether it’s an advanced consumer target or a demo target, we can help you build meaningful connections at scale and drive measurable impact for your brand.
HOW DOES ADSMART WORK?
We know that flexibility is key, so we offer options for managed service and self-service activations.
For managed service buys, we combine our premium content with rich data and our own proprietary technology as follows:
- Data – For advanced target audiences, we match rich first-party and third-party consumer behavioral data from leading partners—including your data!—to video consumption data across platforms (e.g., set-top box viewership data, MVPD subscriber data, device IDs). For demo target audiences, we leverage Nielsen AMRLD data and match it to digital micro-segments as needed.
- Technology – The art of our video assets and the science of our data come together through our proprietary technology solutions to find and deliver your audience wherever they’re watching, whether it’s on national linear TV, set-top box VOD, connected TV, desktop, or mobile.
For self-service buys, we have a proprietary programmatic linear API that enables you to build your own data-driven linear campaigns, and our integration with FreeWheel’s Programmatic Module enables you to activate private marketplace and programmatic guaranteed buys across our premium digital video portfolio.
No matter how you define your audience—C-Suite executives, heavy retail spenders, in-market auto intenders, environmentally-conscious purchasers, traditional age/gender demos—we have the content, the scale, and the technology to connect them with your brand.
NEW FOR 2020/2021
We have a lot of exciting new developments for this year. Here are some highlights:
- We’re introducing a first-to-market cross-platform optimizer for unduplicated audience reach across linear and digital. This unique data-driven solution enables us to recommend linear + digital media allocations to maximize reach across platforms.
- We’ve expanded our proprietary data-driven linear solution to include Nielsen demo target audiences, and we recently introduced a feature that enables us to optimize linear buys against incremental reach for advanced or demo target audiences.
- We’re testing in-flight optimization, which will enable us to re-express your linear units in near real-time to follow audiences as they move across networks and programs.
- We’re opening up broader access to AdSmart Data Sync—our cloud-based data infrastructure that supports secure, efficient, and high-fidelity data matching against NBCU audiences—making it available to integrate with more agency and client platforms.
- We’re enhancing our AdSmart self-service linear solution in two key ways: we’re updating our programmatic linear API to include feeds customized for each advertiser category, and we’re introducing a new feature to ingest plans directly from your DSP into our linear booking system.
Plus, with NBCUniversal + Sky, AdSmart has gone global!
FOR MORE INFORMATION
More than just a suite of capabilities, AdSmart is a data-at-the-center partnership that leverages advanced advertising to improve the efficiency and effectiveness of your One Platform buys, across screens and even across international markets.
