LAS VEGAS\u2013 Denise Colella, svp of advanced advertising at NBCUniversal, says this year at the Consumer Electronics Show, the question that\u2019s top of mind is whether or not this year is the year of addressable \u2013 when addressable measurement will finally extend beyond streaming services to all platforms. \u201cJust as they used to say \u2018Is it the year of mobile?\u2019\u201d says Colella. \u201cI finally feel like we\u2019re about there.\u201d<\/p>\n

NBCUniversal, for the past four years, has been investing time and resources into its addressable advertising systems, work that has so far resulted in AdSmart, the company\u2019s audience targeting platform. Now, Colella tells Beet.TV in an interview on site at CES in Las Vegas, NBCUniversal is ready to debut One Platform<\/a>, an addressable advertising system that lets clients plan, schedule, optimize and measure across both digital and linear channels. Previously, separate systems oversaw digital and linear channels. The future of addressable for NBCUniversal is holistic.<\/p>\n

One Platform, Colella says, is the result of work with partners like Project Oar, the industry consortium setting addressable advertising standards, and other industry leaders like Comcast. \u201cWe\u2019ve been working tirelessly to test how we\u2019re going to create linear, addressable opportunities for our clients who want them and ask for them, and we\u2019re finally able to deliver.\u201d<\/p>\n

According to Colella, while the launch of One Platform is a milestone for the company, there\u2019s still progress to be made, particularly in defining new modes of measurement. \u201cWe\u2019re looking for a lot of players to get involved and understand how this is going to change measurement for the ads that it replaces, so I don\u2019t want to say we\u2019re exactly there yet,\u201d says Colella.<\/p>\n

What\u2019s important, though, is that linear television is now on par with digital streaming services in terms of targeting and performance capability. That\u2019s particularly crucial in a year that Colella says is set to see the launch of six new streaming services.<\/p>\n

\u201cIt\u2019s the year of the video platform,\u201d says Colella. \u201cBut we can do a lot more for our advertisers and agencies than we ever have been able to do in the past. We\u2019re making investments in content and bringing that together is a great user experience.\u201d<\/p>\n

This video is part of Beet.TV\u2019s coverage of advanced TV at CES 2020 presented by Amobee and hosted by GroupM Worldwide.\u00a0 For more videos from the series,\u00a0please visit this page<\/a>.\u00a0\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS\u2013 Denise Colella, svp of advanced advertising at NBCUniversal, says this year at the Consumer Electronics Show, the question that\u2019s top of mind is whether or not this year is the year of addressable \u2013 when addressable measurement will finally extend beyond streaming services to all platforms. \u201cJust as they used to say \u2018Is […]<\/p>\n","protected":false},"author":21,"featured_media":64342,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8237],"tags":[5395,5916],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/64340"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=64340"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/64340\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/64342"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=64340"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=64340"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=64340"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}