NBC Direct adopts personalized ad network

NBC has announced that its NBC Direct downloadable TV platform currently in beta will utilize the YuMe network for its advertising.

YuMe was designed especially for broadband video, providing ad and campaign management, trafficking and reporting for its users. It delivers metrics on viewership and ad performance in both downloaded and streaming playback, and even changes overlaid ads to embedded ones when the content is moved from place to place.

A user's offline viewing metrics are recorded and sent to YuMe and then to NBC when he or she re-connects to the Internet. This, of course, is all covered in the service agreement users must agree to before using NBC Direct. Users are told that NBCU collects not only the titles and other information pertaining to content downloaded, but also dates and times content was viewed and the frequency and duration of the user's viewing.

All this data plays into customizing advertisements to a user's geographic location, viewing habits, and even personal preferences.