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NBC Expands Inventory on Microsoft’s Ad Marketplace

NEW YORK and REDMOND, WASH.: NBC Universal is fixing to sell ad inventory through Microsoft’s Admira marketplace for both the NBC network and KNBC-TV, the mothership’s O&O in Los Angeles. The deal comes after NBC Local Media test-launched Admira in March for buying and selling local TV inventory in L.A. The deal announced today expands the arrangement nationally, making select inventory from the network and NBC’s cable nets available on the platform starting in the fourth quarter of this year.

NBCU will use Admira to mine more data for larger established clients, and provide fully automated planning, buying and billing for smaller clients across select local stations. The system aggregates viewership information from cable and satellite systems, overlaying it with buying, geographical and demographic data to provide micro-targeted opportunities. The system continuously updates in near real time.

VivaKi, the Publicis Groupe division that comprises Starcom MediaVest Group, Zenith Optimedia and Digitas, will be among the first agencies to buy through Admira.