NBCU's Winter Olympics Go Fully Programmatic - With Seven DSPs, AI Creative Review, and Real-Time Measurement
NBCUniversal expanded programmatic access to the Milan Cortina 2026 Winter Olympics from one DSP to seven, used AI to scan 6,000 ad creatives and optimize 10,000 placements simultaneously, and debuted cross-platform measurement tools that delivered campaign performance data within hours instead of days.
By Marcus Rivera·8 min read