During this year’s One23, NBCUniversal’s annual developer conference, the mass media and entertainment corporation revealed the coming launch of In-Scene Ad Innovation–an ad technology that would allow for the insertion of signage and 3D products directly into scenes in Peacock programming. The long-rumored tech doesn’t yet have a launch date, but the announcement confirms it is indeed coming.
“We’re in build mode right now [with ad tech firm TripleLift] for this product,” Jenny Burke, executive VP of advertising strategy, said in a release. “Our plan is that it not only is perfect and pristine for the consumer, but that it can scale, and that the machine learning for finding where the placements should be, are top notch… in-stream product placement, virtual private placement into streaming, we believe in it, but it needs to be done really well in order to be able to scale.”
As announced and discussed so far, it sounds like the feature–a “dynamic experience”–will allow for different products to be swapped in and personalized based on other data provided by the viewer or their account. More details are still to come.