NAPA , CA — NBC Universal recently launched a programmatic initiative called NBCUx as part of an effort to enable data-centric buying across its properties. As programmatic buying spreads in usage, the key is to view all inventory in this potential light, says Aaron Radin, SVP Partnerships and Portfolio Products at NBC Universal in an interview with Beet.TV.
“There is no programmatic inventory. All inventory has the potential to be activated programmatically,” Radin says. NBC’s goal is to leverage programmatic buying across its portfolio to include mobile, online and TV. Quite simply, NBCUx lets brands leverage data to target audiences with specific messages across mediums. NBC has said that with some ad partners, nearly 20% of digital ads are bought programmatically.
Next up will be dynamic ad insertion and NBC is evaluating how to deliver that tech capability across platforms, he says.
We spoke with Radin recently at the TubeMogul partner meeting.  For more videos from the event, please visit this page.