How Audience, Data and Alternate Currencies Are Changing TV Advertising

INTELLIGENT CONTENT Experiential Zone

Originally Aired - Tuesday, April 18 | 2:00 PM - 2:20 PM PT

West Hall | W1143B Intel. Content Innovation Theater

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For the first time in recent years, the share of streaming in total TV time in the US surpassed that of cable. However, linear advertising still holds the largest share in dollar value, and digital spending is highly fragmented. Still, the IAB estimates that half of ad buyers plan to focus somewhat or significantly more on cross-platform measurement, platforms with first-party data, creator or influencer ads and partnerships, and marketing mix modeling. This requires a significant re-look at the advertising stack, especially from the publisher side. In this session, hear how NBC Universal is future-proofing its advertising technology systems and how cloud is enabling them to get there.