NBCUniversal (NBCU) has launched cutting-edge AI-driven ad features ahead of CES 2026, enhancing advertising on live TV and video-on-demand (VOD) services. Key innovations include the Contextual Targeting in LIVE tool, which ensures ads are displayed at relevant times, and LIVE Total Impact, capturing real-time engagement during significant live events. Additionally, the Performance Insights Hub provides advertisers with comprehensive insights into campaign performance and audience metrics. New ad formats are now available on NBCU’s Peacock streaming platform, such as Arrival ads, Live-in-browse, and full-screen pause ads, all designed to optimize viewer engagement. AI is revolutionizing TV and video advertising, enabling brands to gain insights into viewer behavior and preferences, thereby improving targeting and audience segmentation. This transformation, supported by AI’s ability to analyze vast amounts of data, leads to more efficient measurement and optimization of connected TV (CTV) campaigns, allowing advertisers to achieve incremental reach more effectively.
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