Ahead of the 2026 Consumer Electronics Show, NBCUniversal is showcasing its new AI-powered ad offerings.
On Tuesday, the company invited the press to 30 Rockefeller Plaza, with Mark Marshall, chairman, global advertising and partnerships, and other execs onhand to introduce a new suite of products. These products include AI-powered Contextual Targeting in Live, Live Total Impact, and Performance Insight Hub, each with its own unique set of capabilities.
“Premium video is more valuable to advertisers than ever, and with these new innovations, we are providing solutions clients have been asking for, backed by the power of NBCUniversal’s entire cross-platform ecosystem—setting a new industry standard for success,” Marshall said.
The standout product was the AI-powered Contextual Targeting in Live, geared toward the network’s video-on-demand content and live programming, including sports and other events. The AI-powered tool continuously scans content, ensuring the right ad or creative automatically aligns with the most relevant moments on demand or as they unfold live.
The goal is simple: Get consumers the right ad at the right time.
Ryan McConville, evp, chief product officer, advertising platforms & operations, demonstrated the tool’s functionality, showing how a Bounty clean-up ad can be the first to air in the next commercial break after a fumble during an NFL game. In another example, a State Farm ad with Caitlin Clark could air immediately after a three-point buzzer-beater in an NBA game.
Meanwhile, Live Total Impact is designed to leverage real-time viewership of live tentpole moments and extend that engagement across NBCUniversal’s whole ecosystem. Additionally, Performance Insights Hub (PIH) is a proprietary intelligence platform that provides advertisers with a unified view of campaign delivery, audience insights, and full-funnel, in-flight performance.
NBCU also debuted three new ad units for streaming platform Peacock. These include Arrival ads, a first-of-its-kind presence on a user’s profile page that allows brands to own the first impression as soon as viewers enter the platform. Live-in-browse will enable brands to stand out through an on-screen experience on Peacock’s home page as viewers begin scrolling. Finally, full-screen pause ads would allow advertisers to access a high-impact format through programmatic guaranteed deals.
As NBCUniversal plans a big year in 2026, advertisers will get to use these products across the media giant’s many tentpole events. Among the highlights, NBC is celebrating its 100th anniversary, and its sports division is gearing up for the Super Bowl, the NBA All-Star Weekend, the Winter Olympics, and the FIFA World Cup on Telemundo.
Marshall says the new tools will work across NBCUniversal’s footprint, including broadcast, cable, and streaming, with the offerings showing up in sports, news, entertainment, and Spanish-language programming.
“All of this does not happen unless you don’t have the right content, the right solutions, the right data, the right partners, and thankfully the right team,” Marshall said.
