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The partnership, which may be an important step for Google in the AI arms race, is NBCU’s latest tech update for the 2024 Olympics, which starts on Friday, July 26.
ADWEEK previously reported the details of the company’s partnership with the Trade Desk to bring the first programmatic inventory to the Paris games. With the partnership, NBCU is offering ad buyers three different private marketplaces for programmatic ads, including an Olympic Trials offering, an All Olympics offering for live coverage and an Olympic Highlights offering.
Beyond technology, the Google partnership helps NBCU highlight the stars of this year’s games. That’s been a priority as the company brings in high-profile talent, including Jimmy Fallon and Call Her Daddy host Alex Cooper, to find audiences and keep them watching during its 7,000 hours of coverage across linear and Peacock.