Comcasts Universal Ads Platform Aims to Simplify Premium Video Ads for SMBs: NBCUs Marshall Beet.TV

LAS VEGAS  — The media industry has experienced significant fragmentation, making it difficult for advertisers to achieve scale and target effectively.

NBCU aims to address that with a new, centralized platform that simplifies access to premium video inventory. Comcast’s new Universal Ads platform sets out to streamline the buying process for smaller advertisers, in particular.

“We’re creating an ‘easy’ button for the industry with this Universal Ads platform,” said Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal, in this video interview with Beet.TV. “(We are) having all the publishers come together.”

Announced this week, Universal Ads will bring together major publishers like NBCUniversal, Warner Bros. Discovery, and Fox, offering SMBs a user-friendly way to buy premium video ads, similar to platforms like Meta and Google.

NBCU has been talking about the need to simplify the landscape for buyers who are now used to buying ads in a turn-key, platform-centric digital …