The logo of Peacock is shown in front of a computer screen.

Marketers gain access to NBC Universal’s Peacock CTV inventory via Yahoo DSP

ByJohn Frydman

NBC Universal has partnered with Yahoo to give marketers direct access to Peacock streaming and live content inventory through the Yahoo DSP. The inventory is programmatic guaranteed, which helps in the upfront and scatter-buying processes.

Peacock’s complete premium content library includes NBC Sports, NBCU Next-Day Prime, Sky News and the Universal Pictures film library, among other streaming content.

Within the DSP, advertisers will be able to target by location, age/gender, Peacock in-house segments, as well as by contextual pre-defined or dynamic packages.

This is Peacock’s first ever programmatic rollout, with Yahoo servicing as a pilot partner. Yahoo has previously delivered programmatic guaranteed campaigns for leading CPG, automotive and telecom brands.

Why we care. There is reason to believe that CTV viewers are looking to ad-supported services to offset the pricy proposition of subscribing to multiple premium content apps. In order for services like Peacock to make the case for advertisers, they need a dependable DSP partner to up the ad revenue and make sure ads are finding the relevant audiences for advertisers.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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