Ryan McConville
Chief Product Officer and EVP of Ad Products and Solutions at NBCUniversal, responsible for ad products, forecasting, and technology strategy; led the agentic AI proof-of-concept for automating TV and streaming ad buys described in the episode.
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Feb 3, 2026 • 41min
Inside NBCUniversal’s test to use AI agents to sell ads against a live NFL game
Ryan McConville, CPO and EVP of Ad Products and Solutions at NBCUniversal, led a proof-of-concept using AI agents to buy ads during a live NFL game. He describes how agentic automation accessed linear and streaming data, contrasted with programmatic buying. Short takes cover governance, human approvals, trusted registries, and future real-time creative possibilities.
Jan 6, 2026 • 56min
Channel Surfing The Future, With NBCU
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.
