AdExchanger Channel Surfing The Future, With NBCU
Jan 6, 2026
Ryan McConville, Chief Product Officer at NBCUniversal, dives into the fascinating blend of traditional TV and streaming in today's advertising landscape. He shares how the pandemic accelerated NBCU's digital transformation and details the creation of their One Platform for cross-device audience engagement. McConville discusses innovations like Live Total Impact for retargeting live-event viewers, the push for multi-currency measurement, and the exciting potential of shoppable TV. He also expresses curiosity about AI innovations shaping the future of advertising.
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Why NBCU Created A Platforms Lead
- Ryan McConville joined NBCU in 2019 to build ad tech as Peacock launched and TV digitized.
- He was hired to merge linear and streaming platforms into a modern TV tech stack for advanced targeting and measurement.
Power Of Combined Linear And Streaming
- Combining linear and streaming gives NBCU reach to 82% of households each month and huge event reach.
- That unified footprint drives the company’s claim of the largest ad-supported audience in the industry.
Prove TV Ad Impact With Certified Measurement
- Use certified measurement partners to prove engagement across top, mid and bottom funnel for live and on-demand content.
- Leverage NBCU's Performance Insights Hub for real-time analytics on campaign outcomes.