CDP Institute

In the latest evolution of its One Platform solution, NBCUniversal has launched One Platform Total Audience. The new technology will use AI and predictive analytics to create a single media plan across live and streaming TV targeting a brand’s chosen audience segment. It will combine NBCUniversal’s first-party data with advertisers’ data sets to support targeting at scale.  No cookies here, folks.

Games are emerging as an alternative ad channel in the no-cookie universe. Retail giant Walmart is partnering with 3D experience platform Unity to give Unity developers the opportunity to incorporate Walmart commerce APIs into games, virtual environments and apps. Players will be enabled to make purchases of physical goods without leaving the game.

Panel-based measurement of TV viewing is Nielsen’s bread and butter.  Samba TV is pulling a seat to the table by combining audience data from tens of millions of opted-in televisions with HyphaMetrics’ measurements of content, ad consumption and brand sponsorship across all devices through its opt-in panel. The combined dataset will be available to brands, agencies and publishers to provide insights at household and individual levels.

Fitness center chain Planet Fitness has announced the launch of a multi-channel media network that will allow advertisers to connect with PF members in-club and across a range of digital destinations. In-club media will help advertisers reach members on screens located throughout PF premises, while digital audiences will be made available across channels such as CTV and social media through a partnership with LiveRamp. Planet Fitness has around 18 million members, skewing towards the valuable Gen X and Millennial segments.

Instacart announced at CES that it will begin piloting ads on its AI-powered Caper Carts, physical shopping carts that scan items as the consumer adds them. Initially, the ads will be seen on carts at Good Food Holdings stores such as Bristol Farms, with General Mills, Dreyer’s and Del Monte Foods among the first advertisers. It’s certainly a way to meet a shopper in the moment.

The 2024 Advertising Outlook report from omnichannel ad platform Mediaocean sees a wave of optimism greeting in the new year with advertisers planning to increase spend across a range of channels, notably social media, digital display/video and CTV. While performance-driven paid media remains the most important investment for advertisers, a focus on brand advertising has steadily grown since 2022. The survey respondents included more than 1,000 Mediaocean customers, primarily marketers and agencies.