Introduction

NBCUniversal has announced its plans to expand its One Platform advertising, technology, data and measurement system into global markets through an alliance with international broadcast and tech partners. The move was announced at the Cannes Lions advertising convention in France on Tuesday.

International Partners

International partners for the One Platform system include Atresmedia from Spain, Bell Media from Canada, Channel 4 from the UK, Mediaset from Italy, Seven West Media from Australia, Sky Media from the UK, Italy, and Germany, Talpa from the Netherlands, TF1 Pub of France, Japan’s Tokyo Broadcasting Systems and Omnicom Media Group.

Enhancing the Premium Video Ecosystem

NBCUniversal aims to enhance the premium video ecosystem by bringing together leading local broadcasters and publishers across the world, building the foundation for greater industry advancement and collaboration at an international level. This includes data and identity, activation and automation, ad innovation, and measurement.

FreeWheel and One Platform Global

One Platform Global includes Comcast subsidiary FreeWheel, which is positioned 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.

Advanced Advertising Campaigns

In 2022, NBCUniversal reported that advanced advertising campaigns, which use data and digital capabilities to increase the precision of ads, made up more than one-third of its overall streaming and digital sales.

Scalability and Monetization

“By uniting Comcast’s position in premium content, global marketer relationships and technology expertise in NBCUniversal and FreeWheel, we’re scaling our platform and capabilities to deliver monetization at scale,” said Krishan Bhatia, President & Chief Business Officer, NBCUniversal.

Building a More Scalable TV Advertising Ecosystem

“Through cross-industry partnerships with leading programmers, we hope to build a more scalable TV advertising ecosystem for the benefit of all participants,” added Bhatia.

Joining One Platform Global

Joining One Platform Global does not preclude other ad-tech alliances. Japan’s TBS previously partnered with Europe’s RTL AdAlliance (formerly RTL AdConnect) in October 2020. “[The One Platform Global initiative] will allow marketers to use the One Platform to advertise their products and services in a more personalized way and centrally manage campaigns across Asia (including Japan), North America, Europe, and Australia with a single purchase,” said TBS board director Ryuho Masamine.