""It was at this very unique time in the history of the company where they were really beginning to transform their TV platform from the traditional linear television experience to the digitized streaming experience,""
""chief product officer""
""The only thing that really slows it down are folks who are more comfortable with doing it the old-fashioned way, so to speak,""
""But I don't think it's a huge technological challenge [any longer]; the piping is in place to do these things at scale.""
NBCU created an EVP role in 2019 to unify ad tech, data and operations across platforms as the company shifted toward a streaming-first strategy with Peacock. The timing aligned with a rapid industry digital transformation during the pandemic that erased many distinctions between traditional TV and digital media. Advanced targeting, audience segmentation, measurement and programmatic enablement became central to the TV advertising playbook. Linear broadcasting remains important, but the market now requires navigation and measurement across a blended landscape. Technological infrastructure exists to scale cross-platform capabilities, and the company is committed to multi-currency measurement and launch platforms like CES.
Read at AdExchanger
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