Comcast Corp is pooling the advertising power of its NBCUniversal and British-based Sky units to better target viewers worldwide, it said on March 18, a major step by the top U.S. cable TV provider to transform itself into a global media leader.
The initiative would allow global advertisers to target specific households based on their interests, widely seen as the future of TV advertising. It comes ahead of an important ad sales period in May called the upfronts, when major U.S. networks including NBC will tout upcoming shows and advertising technology in hopes of selling commercial time in advance of the next television season.
