How NBCU is looking to make media planning global

OMG joining One Platform at the outset of the global launch attests to that interest, he said.

“Today there is huge friction when trying to execute from a single access point a multi-market, multi-publisher premium CTV campaign,” said Johan Boserup, global CEO of investment for OMG, in a statement. “Add the need for mass reach and scale, standardization of measurement and reporting, and that friction is currently a battier to entry. One Platform marks a significant step forward in solving these challenges, and one that aligns with OMG’s commitment to delivering first-mover solutions that enable competitive advantage for our clients in a changing marketplace.”

“When it comes to the largest marketers, it probably helps” to have so many global networks consolidated in One Platform, Madison and Wall Principle Brian Wieser said. “You can more readily have the most senior level conversations that you might otherwise have to delegate.” Bringing all those players together also helps navigate the complexity of different ratings and measurement standards and providers across countries, he said.

Given that the deal means expanding One Platform to countries where both Nielsen and Kantar are the dominant media players, and brings together rival networks and streaming platforms into a common system, the global expansion might also help point the way to how the U.S. Joint Industry Committee made up of competing media networks using multiple measurement providers might operate, Bhatia said.