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NBCUniversal Expands One Platform’s Global Capabilities with Worldwide Publisher Partnerships, Bringing Extensive Premium Ad Inventory to Marketers

In Partnership with FreeWheel and Leading International Broadcasters, the Expansion Enables Marketers to Manage Global Campaigns in a Single Buy Across Europe, Asia, Australia and the Americas for the First Time

NBCUniversal_Ad Sales

June 20, 2023

New York, NY – June 20, 2023 – NBCUniversal today announced the strategic expansion of its global One Platform technology and content offering, enabling marketers to manage multi-market campaigns across addressable linear TV, CTV, and premium digital video ad inventory in a single buy for the first time. In partnership with FreeWheel, globally minded marketers now have access to the best global-to-local content from over 190 countries spanning Europe, Asia, Australia, and the Americas. Launch partners for the expansion include ATRESMEDIA, Bell Media, Seven West Media, Sky Media, Talpa Network, TF1 Group, Tokyo Broadcasting System (TBS) and Omnicom Media Group.

NBCUniversal’s One Platform reaches one billion consumers globally every month. Marketers looking to diversify their global budgets can now reach millions more consumers and have frictionless access to brand-safe ad inventory across a diverse network of over 100 premium broadcasters, 1,000 digital publishers, and more than 50 demand-side platforms in one singular seamless transaction. Meanwhile, publishing partners looking to compete in an increasingly globalised media marketplace can leverage One Platform’s centralized framework and operational processes to drive incremental revenue growth.

Underpinned by FreeWheel’s technology, this expanded offering provides marketers with the ability to execute advanced advertising solutions at scale across premium networks, and geographical boundaries in a more simplified way to maximize return on investment. With the flexibility to transact via direct buys as well as programmatic, marketers can manage their multi-market, multi-screen video campaigns to drive incremental reach and activate their campaigns across the full purchase funnel.

By bringing together leading local broadcasters and publishers across the world, NBCUniversal seeks to enhance the premium video ecosystem and build the foundation for greater industry advancement and collaboration at an international level, across data and identity, activation and automation, ad innovation, and measurement. One Platform’s expanded global offering will be fully operational and ready to transact starting October 2023.

“Across the world, we see the power of premium content to engage audiences and drive impact for businesses. And yet, the complexity of transacting across multiple markets at scale has so far kept marketers from accessing an increasingly global consumer base. By uniting Comcast’s position in premium content, global marketer relationships and technology expertise in NBCUniversal and FreeWheel, we’re scaling our platform and capabilities to deliver monetization at scale. Through cross-industry partnerships with leading programmers, we hope to build a more scalable TV advertising ecosystem for the benefit of all participants.”
-Krishan Bhatia, President & Chief Business Officer, NBCUniversal

“We’re on a journey to connect the premium video industry in a way that brings scale and simplicity to TV ad buying. Our partnership with NBCUniversal and the other international broadcasters is a perfect example of this. FreeWheel’s technology provides the key underpinning that enables multi-screen audiences to be transacted across geographies in a more simplified way, giving buyers and sellers the streamlined access to supply and demand they need to thrive in an increasingly global marketplace.”
-James Rooke, President, Comcast Advertising

“Today there is huge friction when trying to execute from a single access point, a multi market, multi publisher premium CTV campaign. Add the need for mass reach and scale, standardisation of measurement and reporting, and that friction is currently a barrier to entry. One Platform marks a significant step forward in solving these challenges, and one that aligns with OMG’s commitment to delivering first-mover solutions that enable competitive advantage for our clients in a changing marketplace.”
-Johan Boserup, Global CEO, Investment, Omnicom Media Group

About NBCUniversal

NBCUniversal is one of the world’s leading media and entertainment companies. We create world-class content, which we distribute across our portfolio of film, television, and streaming, and bring to life through our theme parks and consumer experiences. We own and operate leading entertainment and news brands, including NBC, NBC News, MSNBC, CNBC, NBC Sports, Telemundo, NBC Local Stations, Bravo, USA Network, and Peacock, our premium adsupported streaming service. We produce and distribute premier filmed entertainment and programming through Universal Filmed Entertainment Group and Universal Studio Group, and have world-renowned theme parks and attractions through Universal Destinations & Experiences. NBCUniversal is a subsidiary of Comcast Corporation.
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About FreeWheel

FreeWheel, a Comcast Company, is one of the industry’s most complete advertising management solutions. Purpose built for the New TV ecosystem, we enable our collective client base across all key industry segments to manage and monetise their premium video inventory in the brand safe ways they require. Our offerings work in synchronised tandem to meet every aspect of our clients’ business needs across all screens, data sets, and monetisation channels, while providing the full safety, compliance, and control the New TV ecosystem demands. With offices in New York, San Francisco, London, Paris, Beijing, and across the globe, FreeWheel stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit, and follow us on Twitter and LinkedIn.