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.”
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