NBCU Expands Addressable Offerings Through Charter Partnership

When "Mars attacks," even frenemies get together

NBCUniversal is expanding its addressable ad offerings in a partnership with Charter’s Spectrum as both companies look to protect against the rise of streaming.

Programmers and distributors have traditionally found themselves at odds fighting over carriage agreements. But the growth of streaming services, which typically offer advertisers better targeting and measurement capabilities, has led to “unprecedented cooperation” between both sides of the aisle, said David Kline, evp of Charter and president of Spectrum Reach.

“If Mars attacked, everybody on Earth would get together, even if they were enemies, and work together for a common goal,” said Kline.

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