"2026 is going to be a big year for NBCUniversal. Not only will it play host to the 2026 Winter Olympic Games in Milan; it's also going to broadcast the Super Bowl, the NBA Playoffs, the regular MLB season on NBC and the FIFA World Cup on Telemundo. "That will never happen again," said Mark Marshall, NBCU's chairman of global advertising and partnerships, during a pre-CES press briefing in New York City on Tuesday. "[If] we do nothing with it, shame on us.""
"Starting in 2026, NBCU's contextual targeting tech will begin continuously scanning livestreaming content in real time to identify highly charged, emotional moments, like when a team scores a goal or fumbles a play. Its ad server will then match the content with relevant ad creative and automatically insert it into the next available commercial break. NBCU has already seen some success with these types of ad placements in its on-demand video library, according to Chief Product Officer Ryan McConville."
NBCUniversal will host the 2026 Winter Olympic Games in Milan and will broadcast the Super Bowl, NBA Playoffs, the regular MLB season on NBC, and the FIFA World Cup on Telemundo. The company will deploy contextual targeting that continuously scans livestreamed content in real time to identify highly charged emotional moments and match them with relevant creative that is automatically inserted into the next commercial break. On-demand experiments have shown promise, but livestreaming requires more complex real-time scanning and metadata generation. The same real-time AI will also flag unsafe content against brand safety presets for live news, and a new cross-platform tool will support enhanced measurement and targeting.
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