Guideline, a provider of advertising data and planning technology, and NBCUniversal have announced the expansion of their partnership to strengthen NBCUniversal’s data-driven strategies across ad sales.

“NBCUniversal has long been a leader in leveraging data to drive innovation in advertising,” said Vincent Mifsud, CEO at Guideline. “We’re excited to expand this relationship and proud to see how NBCUniversal has enabled strong use cases for the product advancements we have delivered. This partnership ensures that NBCUniversal has access to the most accurate, timely, and granular ad intelligence, which not only reflects where the market is today but also helps understand where it’s going.”

Through this partnership with Guideline, NBCUniversal will leverage Guideline’s suite of tools, including Forward Booking Intelligence and Placement Depth, to have a holistic view of the entire ecosystem with key insights around shifting ad investments, pricing trends and advertiser demand that allow the company to better advise its partners. By utilising Guideline’s Forward Bookings Intelligence, NBCUniversal will have a real time view of the market, allowing it to identify emerging media trends, refine pricing strategies, and align its ad offerings more closely with seasonality and shifting market dynamics.

“In today’s fragmented ad marketplace, advertisers are investing cross platform to reach consumers wherever they consume content and in order to best support our clients, we need to have a consistent view of the industry’s spend and pricing dynamics,” added Gina Reduto, EVP of Strategy, Advertising & Partnerships, NBCUniversal. “As we continue to innovate and adapt to deliver the most effective, industry-leading advertising solutions for our clients and partners, Guideline’s insights remain a strategic source of information.”

Later this year, Guideline and NBCUniversal will further expand the partnership with the adoption of Guideline’s upcoming Placement Depth reporting – an AI-powered capability which leverages name entity recognition technology in a privacy-minded manner to provide greater visibility around the volume and pricing impact of ad innovation layers.

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Tags: adveritisng, NBCUniversal