NBCUniversal said it is selling some of its national TV commercial inventory using a self-serve programmatic platform and that retail chain Target has made the initial buy.
The programmatic platform uses technology and data from 4C to target audiences for ad campaigns.
NBCU also makes some of its inventory available via programmatic to buyers using AOL, TubeMogul and Videology.
“This is a watershed moment for advertisers, who have been looking for a way to unlock the power of first-party data in television,” said Kristi Argyilan, senior vice president of marketing for Target. “Through programmatic ad buying, NBCUniversal is giving us the opportunity to apply better data to our TV decisions and choose the programming that resonates most strongly with our guests.
NBCU is the first to use 4C to create a private marketplace within linear TV.