In July 2011 NBC Universal Audience Platform, the company's internal ad network, added a private exchange, powered by Admeld, creating a new programmatic sales channel for buyers to access various premium audiences, including most of NBCU's owned-and-operated digital properties.
NBCU’s goal was to further evolve the relationships with their agency partners and dial back their use of ad networks that had been selling against their media brands. They needed to monetize their indirect inventory in a controlled, biddable environment and were looking to remove any uncertainty around the identity of the buyer.
With the creation of UAP's private exchange, NBCU can now verify their most valuable audience segments, grant access to a select group of buyers, and set granular rules around pricing their inventory. The company is now efficiently monetizing their inventory within their own private marketplace.