NBC Universal launches own digital ad network

US media company will reach 60 million readers and viewers over 21 different digital properties

US media and entertainment company NBC Universal launched its own digital ad network called the Universal Audience Platform (UAP) on Monday.

The ad network will reach 60 million unique users spanning 21 different NBC Universal digital properties including NBC.com, USANetwork.com, Bravotv.com, iVillage.com and Telemundo.com, apart from NBC's ten owned-and-operated TV station sites.

As a result, the company will be using fewer third-party ad networks, said Peter Naylor, executive vice-president of digital ad sales. That means greater control over its digital inventory and the opportunity to become a trusted content source, he added.

The UAP system will allow the company to work with the industry's major media agency holding company trading desks, providing clients access to NBC inventory in real-time bidding through private exchanges, says Mediapost.