NBC Universal has partnered with Yahoo to give marketers direct access to Peacock streaming and live content inventory through the Yahoo DSP. The inventory is programmatic guaranteed, which helps in the upfront and scatter-buying processes.
Peacock’s complete premium content library includes NBC Sports, NBCU Next-Day Prime, Sky News and the Universal Pictures film library, among other streaming content.
Within the DSP, advertisers will be able to target by location, age/gender, Peacock in-house segments, as well as by contextual pre-defined or dynamic packages.
This is Peacock’s first ever programmatic rollout, with Yahoo servicing as a pilot partner. Yahoo has previously delivered programmatic guaranteed campaigns for leading CPG, automotive and telecom brands.
Why we care. There is reason to believe that CTV viewers are looking to ad-supported services to offset the pricy proposition of subscribing to multiple premium content apps. In order for services like Peacock to make the case for advertisers, they need a dependable DSP partner to up the ad revenue and make sure ads are finding the relevant audiences for advertisers.
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