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On Target NBCUniversal Strengthens Programmatic BusinessNBCUniversal just announced the launch of NBCUx, a programmatic digital advertising sales offering designed to increase its clients’ opportunities in programmatic technology.

NBCUx offers a combination of data-enabled targeting alongside NBCUniversal’s premium digital display, mobile and video content across its portfolio of Entertainment, News, Sports, and Hispanic digital properties. The company reaches more than 100 million unique visitors.

“Previously, NBCUniversal had just offered its digital display advertising inventory programmatically,” according to NBCUniversal’s announcement. “With the launch of NBCUx, the company is adding its entire portfolio of digital video and mobile content year-round.”

There has been significant early interest from clients. For instance, retailer Target has been one of the first major brands to utilize NBCUx to drive reach and relevancy for its advertising.

“Programmatic is an increasingly important part of our portfolio offering and we’re excited with the early enthusiasm and results of NBCUx.” said Krishan Bhatia, Executive Vice President, Digital Strategy & Operations, Advertising Sales, NBCUniversal. “We’ve been making significant investments in our technology and our teams to strengthen our programmatic capabilities. Offering clients the ability to easily combine our premium content across our entire portfolio, with data-enabled targeting, is something only NBCUniversal can deliver at such scale, creating unmatched value for our top-tier advertising partners.”

Target execs are in agreement.

“With NBCUx, Target can create a meaningful intersection between automated marketplaces and quality content to ensure we are reaching our guests on their terms and in environments that support our brand,” said Kristi Argyilan, Senior Vice President of Marketing at Target. “The partnership between Target and NBCUx brings together two world-class content producers fueled by data and technology.”

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