Global advertising technology leader, The Trade Desk (NASDAQ: TTD), today announced that it is expanding its partnership with NBCUniversal. As part of this announcement, The Trade Desk will add NBCU’s Peacock service to its industry-leading CTV platform. As a result, the world’s leading advertisers will have access to premium Peacock video on-demand inventory on The Trade Desk, including NBC Sports; NBC and Sky News; NBC Next-Day Prime; Peacock originals such as The Lost Symbol and GIRLS5EVA; and an extensive catalog that includes The Office and Parks and Recreation.
This announcement comes as more U.S. viewers shift to streaming platforms, and advertisers become increasingly eager to engage them there, applying data to improve the TV advertising experience. To meet this growing demand, industry leaders such as NBCU are pioneering new streaming platforms.
“Television is going through a generational shift from linear to digital, accelerated by the global pandemic, and Peacock has been a case study in how broadcast leaders are adapting and leading in this new normal,” said Tim Sims, Chief Revenue Officer, The Trade Desk. “CTV is one of the industry’s fastest-growing channels, because marketers get to apply data-driven precision to their massive TV campaigns for the first time. The addition of Peacock to our CTV advertising options represents the kind of premium content, at scale, that our clients are demanding.”
“We’re pleased to see premium Peacock content on the platform as CTV continues to expand,” said Vinny Rinaldi, Executive Director, Investment and Activation, Wavemaker. “Activating our Peacock investments programmatically through The Trade Desk will enable our clients to use the power of their first party data combined with the power of The Trade Desk’s technology, to make the most informed decisions to engage with audiences.”
Peacock is NBCUniversal’s streaming service. Peacock delivers a world-class slate of exclusive originals, on-demand libraries of hit TV shows, plus critically acclaimed films from the vaults of Universal Pictures, Focus Features, DreamWorks Animation, Illumination, and Hollywood’s biggest studios. In addition, Peacock taps into NBCUniversal’s unmatched ability to deliver a broad range of compelling topical content across news, sports, late-night, Spanish-language, and reality. NBCUniversal is a subsidiary of Comcast Corporation. For more information on Peacock, click here.
About The Trade Desk
The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.