WEBVTT - EXCLUSIVE: Why It's Time for Change with Linda Yaccarino 0:00:00.200 --> 0:00:03.880 I'm off my game today. No, you're not. People are 0:00:03.920 --> 0:00:05.760 going to have to start making better content. I think 0:00:05.760 --> 0:00:07.280 we're gonna be talking about this for a long time. 0:00:07.360 --> 0:00:10.319 When you program for everyone, you program for no one. 0:00:10.360 --> 0:00:12.440 I think it's a were purpose driven platform. Like we're 0:00:12.440 --> 0:00:15.800 trying to get to substance? How was that? Are you 0:00:15.800 --> 0:00:19.560 happy with that? This is marketing therapy right now? It 0:00:19.600 --> 0:00:24.760 really is? What's up on? Laura Curnti and I'm Alexa Kristen. 0:00:24.840 --> 0:00:28.280 Welcome back to episode twenty one of Adlandia. We're of 0:00:28.360 --> 0:00:33.120 legal drinking age and to celebrate a badass person in 0:00:33.120 --> 0:00:36.680 the industry decided to give us at Landia and our 0:00:36.720 --> 0:00:41.280 listeners and this community at Landia Hollo holla and exclusive. 0:00:41.840 --> 0:00:46.680 So it's our first exclusive with a bad MF. Can 0:00:46.720 --> 0:00:48.320 I call her a bad m F? I think so? 0:00:48.520 --> 0:00:52.040 Total girl boss. Linda Yacarina, Chairman of Advertising, Sales and 0:00:52.080 --> 0:00:56.240 Partnerships at NBC Universal. Um, this is big what she's done, 0:00:56.520 --> 0:00:58.640 and she's really kind of putting her time and her 0:00:58.680 --> 0:01:03.400 money and NBC my behind this call to say, now 0:01:03.480 --> 0:01:05.720 is the time to change the industry. Now is the 0:01:05.760 --> 0:01:08.959 time where we can't create our own work, you know, 0:01:09.040 --> 0:01:11.039 Digitay was talking about this when they were kind of 0:01:11.040 --> 0:01:12.880 reporting this, and she said it, we can't create our 0:01:12.920 --> 0:01:14.959 own work. We don't create our own work in measurement 0:01:15.480 --> 0:01:18.880 the industry, including Google, Facebook, and then all of our 0:01:18.959 --> 0:01:23.679 peers in the kind of linear and broadcasting programming space, 0:01:23.959 --> 0:01:26.680 as well as our new kind of partners like Snapchat 0:01:26.720 --> 0:01:29.840 and those people have to come together and do the 0:01:29.920 --> 0:01:32.959 right thing and figure out the way forward in terms 0:01:33.040 --> 0:01:37.080 of how brands and programmers are going to measure impact 0:01:37.920 --> 0:01:42.080 of marketing and advertising. So we're super honored and stokes 0:01:42.240 --> 0:01:46.160 that Linda recognizes and she said this to us. I 0:01:46.280 --> 0:01:49.840 just had the reaction that we're talking to the people 0:01:50.480 --> 0:01:55.080 who are going to live right and not the people 0:01:55.200 --> 0:01:59.800 that I'm fighting legacy both or it's it's those people 0:01:59.800 --> 0:02:04.000 who don't discriminate, they don't differentiate. It just is let's 0:02:04.040 --> 0:02:07.280 but if it's limiting us, let's just change it. The 0:02:07.320 --> 0:02:10.360 people who are listening to Atlantia are the ones who 0:02:10.400 --> 0:02:13.040 are going to make change in this industry and are 0:02:13.080 --> 0:02:16.320 going to bring the industry forward for the next hundred years. 0:02:16.400 --> 0:02:19.280 So we've decided to drop this episode on Monday as 0:02:19.760 --> 0:02:22.400 a precursor to the State of the Industry Forum, which 0:02:22.440 --> 0:02:26.480 will be happening tomorrow November as sort of this early 0:02:27.240 --> 0:02:29.880 look inside what's going to be happening with some of 0:02:29.880 --> 0:02:35.040 the top industry marketers, publishers, executives who have the ability 0:02:35.080 --> 0:02:37.799 to impact change. So we'll get to that after the break, 0:02:38.280 --> 0:02:41.200 but first, before we get to that interview, and I 0:02:41.240 --> 0:02:43.880 think super important and indicative of where the industry is 0:02:43.919 --> 0:02:48.600 going and why we need to fix things like brand safety, measurement, viewability, 0:02:48.720 --> 0:02:52.639 but more not just for quote unquote legacy companies by 0:02:52.639 --> 0:02:56.560 the way, or quote unquote premium right publishers and programmers, 0:02:56.840 --> 0:03:01.320 but now we're seeing a bigger effect right digital first. 0:03:02.160 --> 0:03:04.600 So we've seen in the news um Mashable looking to 0:03:04.639 --> 0:03:07.480 sell for fifty millions if Davis, which is a fifth 0:03:07.520 --> 0:03:10.440 of what they were at one time valued. You're seeing 0:03:10.520 --> 0:03:14.440 BuzzFeed and Vice reportedly going to be missing AD revenue earnings. 0:03:14.639 --> 0:03:17.000 And one of the things we were texting about earlier 0:03:17.000 --> 0:03:20.440 Alexa was the idea that you know, is this because 0:03:20.440 --> 0:03:24.680 these folks succumbed to scale and thinking about the lowest 0:03:24.680 --> 0:03:27.520 common denominator and we're ahead of the curve UH and 0:03:27.560 --> 0:03:31.359 thinking about how they could diversify their revenue models. Yeah, 0:03:31.400 --> 0:03:32.800 I mean, I think there are a couple of things 0:03:32.800 --> 0:03:35.720 I think that can we like pause on the mashable things. 0:03:35.800 --> 0:03:39.360 Someone I was reading someone's tweet last night about Mashball 0:03:39.400 --> 0:03:41.360 and they're like, but they were so successful for twelve 0:03:41.440 --> 0:03:43.240 years and how they should be so proud because they 0:03:43.280 --> 0:03:46.760 came out of you know, the Scottish students, you know, 0:03:46.960 --> 0:03:50.400 blog basically, And I think that the biggest thing with 0:03:50.440 --> 0:03:52.880 Mashball is the Pete Cashmore. And we had a friend 0:03:52.880 --> 0:03:55.600 who worked at UM Mashball a couple of years ago, 0:03:55.720 --> 0:03:57.000 and he came to talk to me and I said, 0:03:57.040 --> 0:03:59.920 the biggest thing that is missing from Mashball is Pete Cashmore. 0:04:00.400 --> 0:04:02.640 I was like, put them back. And I think they 0:04:02.680 --> 0:04:04.480 went for the you know what we talked about, lowest 0:04:04.480 --> 0:04:09.360 common denominator kind of programming and and scale click clickbait, clickbait, 0:04:09.640 --> 0:04:14.200 and so yeah, now they have a crappy, crappy valuation, 0:04:14.680 --> 0:04:16.760 you know. And it's interesting to see the ones that 0:04:16.839 --> 0:04:20.080 are winning and are reporting um hirings. I mean, look 0:04:20.120 --> 0:04:22.039 at Keith Grossman, who's been on the show from Bloomberg. 0:04:22.040 --> 0:04:24.320 They had one of their best quarters ever and Keith 0:04:24.400 --> 0:04:26.599 is coming out swinging in the industry, talking about all 0:04:26.680 --> 0:04:29.320 the different things that he is looking at selling that 0:04:29.440 --> 0:04:32.240 don't just have to do with the traditional kind of 0:04:32.279 --> 0:04:36.279 advertising model exactly when you think about leaning into their 0:04:36.360 --> 0:04:39.560 research and business intelligence is a potential offering, I mean 0:04:39.600 --> 0:04:42.560 ship getting brands on the terminal as a new source 0:04:42.640 --> 0:04:46.000 of revenue stream like these are are things that they 0:04:46.040 --> 0:04:48.720 have access to that you cannot find anywhere else in 0:04:48.760 --> 0:04:51.280 the market. I mean with sub Thomas and Meredith Levan 0:04:51.320 --> 0:04:52.679 have been able to do with the New York Times 0:04:52.720 --> 0:04:56.760 around T Brand and being early there and figuring out that, yeah, 0:04:56.839 --> 0:04:59.720 this is an opportunity to break out a creative agency 0:05:00.120 --> 0:05:03.600 and start competing for seven eight figure deals. You know 0:05:03.760 --> 0:05:07.760 that trump advertising, you know investments presumably right, Well, no, 0:05:07.960 --> 0:05:10.159 I agree, and they will go beyond that because I 0:05:10.200 --> 0:05:14.600 do believe like the advertising model in the advertising agency, 0:05:14.680 --> 0:05:17.039 that a creative agency is not a sustainable model for 0:05:17.080 --> 0:05:18.880 a lot of publishers. Maybe it is for T Brand, 0:05:18.880 --> 0:05:21.080 I hope it is, but they will go beyond that 0:05:21.120 --> 0:05:25.400 will teach them, I think, to take the next leap. 0:05:25.600 --> 0:05:28.040 The next leap. Yeah, and one of the other areas 0:05:28.040 --> 0:05:32.120 that I think is severely severely untapped. I just had 0:05:32.120 --> 0:05:35.360 the pleasure of attending the Girl Boss Rally in New 0:05:35.440 --> 0:05:39.680 York with Sofia Marosso and team, as well as Cindy 0:05:40.120 --> 0:05:43.760 Levis Glamour Women of the Year events. I will pay 0:05:43.839 --> 0:05:46.600 for that. I will pay for that, and many many 0:05:46.600 --> 0:05:48.560 other people will pay for that. And so when you 0:05:48.600 --> 0:05:51.760 start thinking about events and experiential giving people access, Jessica 0:05:51.800 --> 0:05:56.680 Lesson has done this brilliantly with the information red carpet access, 0:05:56.680 --> 0:06:03.080 exclusive behind the rope at sess to perspectives, personalities, experiences, 0:06:03.160 --> 0:06:06.000 networking events. People will pay and there's a people like 0:06:06.240 --> 0:06:09.080 us thaying that Jessica Lesson has done so freaking well, 0:06:09.160 --> 0:06:12.040 which is like the best people in tech, the people 0:06:12.080 --> 0:06:15.000 who are like the really early in this in certain 0:06:15.040 --> 0:06:17.279 spaces blockchain, da da dada, they wanted to be in 0:06:17.279 --> 0:06:20.280 a community together and she knew it and she created it. 0:06:20.480 --> 0:06:23.080 She created a place, she created a forum, and she's 0:06:23.120 --> 0:06:26.120 given access to them in to each other. Uh and 0:06:26.320 --> 0:06:30.800 too quite literally information. Yeah. So I think between you know, 0:06:31.000 --> 0:06:34.800 media publishers moving aggressively into content, thinking about events and 0:06:34.960 --> 0:06:39.279 creating moments of access, you know, thinking about merchandise and product. 0:06:39.760 --> 0:06:41.680 You know, there are so many different ways I think 0:06:41.680 --> 0:06:44.920 One of the most fascinating points that Rachel Typograph made 0:06:44.920 --> 0:06:48.880 on episode twenty was about brands collaborating with another not 0:06:48.960 --> 0:06:50.920 just in trading pixels. I mean that that's great in 0:06:50.960 --> 0:06:54.360 terms of reach, that was genius, but like, how can 0:06:54.400 --> 0:06:56.920 brands be combined. I just saw a great collaboration between 0:06:57.000 --> 0:07:00.560 all birds and outdoor voices like minded brand and getting 0:07:00.600 --> 0:07:04.440 together and doing things differently. Now that's obviously within creating, 0:07:04.720 --> 0:07:06.760 creating like a joint I p which I think is 0:07:06.800 --> 0:07:12.320 like talk about that obscure and Airbnb. I mean, these 0:07:12.360 --> 0:07:15.400 are things that people have to get outside the confines 0:07:15.440 --> 0:07:17.680 of what they're comfortable with and talk about things that 0:07:17.760 --> 0:07:21.200 are not what they do every day, right, So look 0:07:21.280 --> 0:07:24.360 beyond what you perceive as what you do. And I 0:07:24.400 --> 0:07:26.520 think we can do this in our jobs, by the way, 0:07:26.560 --> 0:07:30.640 everyone and think about where you can go. And that's 0:07:30.640 --> 0:07:33.000 as a brand, that's as an individual. One of the 0:07:33.040 --> 0:07:36.320 greatest um exercises that I love to go through in 0:07:36.320 --> 0:07:40.720 the planning process is thinking about non direct competitors and 0:07:40.760 --> 0:07:43.200 thinking about those like minded communities. I think you know 0:07:43.240 --> 0:07:45.360 we're gonna hear Lindiak cre No talk about you know, 0:07:45.440 --> 0:07:47.560 this is us being somebody who hits on the age 0:07:47.640 --> 0:07:50.840 range of eighteen to eight. And let's be honest, there's 0:07:50.880 --> 0:07:54.120 a lot to unpack within the audiences watching it. There's 0:07:54.160 --> 0:07:56.800 got to be one unifying insight across all of it, 0:07:57.480 --> 0:08:02.040 and that represents opportunities to think about programing product differently. 0:08:02.200 --> 0:08:05.000 There you go, drop and so with that, Linda Yakarina, 0:08:05.200 --> 0:08:19.520 we'll be right back. So we are back with total 0:08:20.160 --> 0:08:25.880 badass girl Boss, Linda Yakarina, chair Woman. I like to say, 0:08:25.920 --> 0:08:30.600 woman of NBC Universal, Welcome to Atlandia, Linda, Thank you 0:08:31.000 --> 0:08:35.440 so um. I appreciate it. I'm thrilled that the day 0:08:35.720 --> 0:08:38.080 is finally here. So it's a couple of days before 0:08:38.360 --> 0:08:40.920 a huge summit. What is a huge meaning huge and 0:08:41.000 --> 0:08:45.360 thought leadership, not huge in size, and you called this 0:08:45.559 --> 0:08:49.760 summit to do what, Well, what's huge about it, or 0:08:49.800 --> 0:08:54.200 maybe a little sad simultaneously, is that it's certainly never 0:08:54.240 --> 0:08:58.760 been done before, right, And we called the summit really 0:08:59.320 --> 0:09:05.319 to acknowledge that the need for change in the industry 0:09:05.440 --> 0:09:10.520 is so acute with everything that's going on from technology 0:09:10.559 --> 0:09:16.200 disruption to just sheer an utter measurement chaos, which is 0:09:16.840 --> 0:09:19.400 all of those things going on it once are just 0:09:19.720 --> 0:09:24.880 disrespecting the consumer and also the marketers. So we've got 0:09:24.920 --> 0:09:27.160 to get our act together as an industry because we 0:09:27.200 --> 0:09:31.200 have an obligation to respect both those stakeholders. Right. So, 0:09:31.240 --> 0:09:35.000 what's been the greatest thing about the summit. It's kind 0:09:35.080 --> 0:09:38.720 of taken on a life of its own and the 0:09:38.840 --> 0:09:43.640 response has been overwhelming. So from the way we talked 0:09:43.640 --> 0:09:46.760 about it, we have like four key groups participating in 0:09:46.760 --> 0:09:50.800 the biggest of ways, and it is the let's call it, 0:09:50.840 --> 0:09:54.880 the measurement community. Across the board. We've invited everyone from 0:09:54.920 --> 0:09:58.120 the linear space I don't have to name names, from 0:09:58.160 --> 0:10:01.880 the digital space, from social invited them across the board 0:10:02.120 --> 0:10:05.640 from what I would call, let's call it our traditional competitors, 0:10:06.240 --> 0:10:12.200 everyone from ABC two, Viacom all coming and some of 0:10:12.240 --> 0:10:16.920 them participating. And then we have clients, client direct market 0:10:17.000 --> 0:10:22.400 or CEO cmos for brands and then also agency holding 0:10:22.440 --> 0:10:25.680 companies all C suite people. What morning did you wake 0:10:25.760 --> 0:10:28.720 up and said I've had enough. I am leading one of, 0:10:29.000 --> 0:10:33.760 if not the biggest network in the market. I've had enough. Well, 0:10:33.800 --> 0:10:36.960 I don't know if it was one kind of seminal moment, 0:10:37.160 --> 0:10:40.079 but I will tell you. As you know, coming off 0:10:40.120 --> 0:10:43.640 of last year's upfront, NBC Universal got a lot of 0:10:43.760 --> 0:10:47.680 kudos and a lot of praise, quite frankly, from leading 0:10:47.720 --> 0:10:51.840 the marketplace in abc D things, whether it was you know, 0:10:52.120 --> 0:10:56.520 the push for automation and tech development or great content 0:10:56.760 --> 0:11:00.160 or developing our audience studio or content studio. Got out 0:11:00.160 --> 0:11:04.040 of kudos for that. But I came out on behalf 0:11:04.040 --> 0:11:06.559 of the team and the company on the other side 0:11:06.640 --> 0:11:10.679 of an upfront, which is a just a mind blowing 0:11:10.760 --> 0:11:14.560 tradition to explain right on the other side of that 0:11:14.679 --> 0:11:18.120 saying we didn't do the best we could do for 0:11:18.280 --> 0:11:21.440 our clients. And there were a lot of struggles for 0:11:21.480 --> 0:11:23.440 the reason why I shouldn't have to stand up on 0:11:23.480 --> 0:11:25.880 a stage in front of five thousand people in Radio 0:11:25.960 --> 0:11:31.800 City saying, why do we still have the handcuffs of legacy, 0:11:31.800 --> 0:11:38.360 whether it's legacy measurement, legacy process, legacy go to market conversations. 0:11:38.840 --> 0:11:40.679 Why should I have to stand up there and say 0:11:41.120 --> 0:11:46.240 a one currency metric does not do any service to 0:11:46.360 --> 0:11:50.520 a brand, okay, doesn't accomplish their business goals, and we 0:11:50.640 --> 0:11:53.640 fight so hard for that every day. So think about that. 0:11:53.679 --> 0:11:56.120 We came out on the other side of what was 0:11:56.160 --> 0:12:01.599 a literally best performance ever for our company, Comcast, NBCUniversal, 0:12:01.679 --> 0:12:04.240 So we should be thumbs up, and we came out 0:12:04.280 --> 0:12:08.160 of it almost like now is the time to do 0:12:08.280 --> 0:12:11.040 something right. So now you have kind of lightning in 0:12:11.040 --> 0:12:14.440 a bottle and that's when we said we're not taking 0:12:14.440 --> 0:12:16.840 it anymore. So you had several things going on with 0:12:16.880 --> 0:12:19.720 that lightning in a bottle moment. So you had kind 0:12:19.720 --> 0:12:26.280 of a absolute, overwhelming, really unanimous affirmation of premium content. 0:12:26.440 --> 0:12:29.000 Is it that? So we got that. No one ever 0:12:29.120 --> 0:12:34.559 argues that you have the ongoing and actual no promise 0:12:34.640 --> 0:12:39.160 yet of stopping brand safety issues. Okay, Then you have 0:12:39.280 --> 0:12:44.360 what I call measurement chaos. So you have the legacy 0:12:44.840 --> 0:12:48.760 of inaccurate reporting on the linear side because that's just 0:12:48.960 --> 0:12:52.680 riddled with issues. Then on the digital side you have 0:12:52.800 --> 0:12:56.000 all that stuff. You have the unfortunate let's call it 0:12:56.080 --> 0:12:59.080 add tax where you have to deduct from your investment, 0:12:59.080 --> 0:13:02.200 whether it's fraud, view ability. They've actually done a great 0:13:02.280 --> 0:13:06.000 job of training the audience or charining the customers that 0:13:06.480 --> 0:13:10.440 no audibility is a thing and you should say thank you. Okay. 0:13:10.480 --> 0:13:13.240 So so then you get to the what I call them, 0:13:13.520 --> 0:13:15.640 you know, kind of measurement chaos on the digital side, 0:13:15.679 --> 0:13:19.880 you got the attacks and then you have the uh, 0:13:20.040 --> 0:13:23.800 let's the walled garden or the self reporting. Yeah, if 0:13:24.040 --> 0:13:30.680 NBC Universal did that, NBC Universal did that, we would 0:13:30.720 --> 0:13:34.800 be having very serious conversations with our customers and we 0:13:34.920 --> 0:13:38.840 just can't do that right. So we're much more disciplined 0:13:39.640 --> 0:13:42.640 and we have a lot more disciplined integrity about our 0:13:42.679 --> 0:13:46.840 business practices. So what I'm trying to do is actually 0:13:48.080 --> 0:13:51.600 not even on behalf of NBC Universal, not I don't 0:13:51.679 --> 0:13:53.640 The expectation is not to come out on the other 0:13:53.679 --> 0:13:55.800 side of this or wake up Wednesday morning on the 0:13:55.840 --> 0:13:59.680 twenty nine and say NBC Universal is the greatest and 0:13:59.720 --> 0:14:02.120 where the best, give us all your money, which that 0:14:02.160 --> 0:14:04.880 would be great, but that's not the point. What the 0:14:04.960 --> 0:14:10.200 point is is to level the playing field and some 0:14:10.280 --> 0:14:13.000 pieces of the business will get better. Some pieces of 0:14:13.040 --> 0:14:14.960 the business are going to have to come into their 0:14:14.960 --> 0:14:18.760 own because growing pains is not an answer anymore. I mean, 0:14:18.800 --> 0:14:22.360 these are gigantic companies that are if you just look 0:14:22.360 --> 0:14:24.360 at the digital piece when you have the let's just 0:14:24.400 --> 0:14:26.480 call quote unquote the Duopoli, But there's a lot of 0:14:26.480 --> 0:14:32.400 other companies involved that really need to play the same way. 0:14:32.440 --> 0:14:35.200 Everyone else plays, and there's table stakes, and those table 0:14:35.280 --> 0:14:38.840 stakes need to be agreed upon by the players in 0:14:38.840 --> 0:14:41.120 the business. And I appreciate about this because we talk 0:14:41.160 --> 0:14:44.520 a lot about standardization of this industry, which it's as 0:14:44.520 --> 0:14:46.800 old as the model itself, and we've talked a lot 0:14:46.840 --> 0:14:50.320 about measurement through the lens of the wrong metrics. So 0:14:50.520 --> 0:14:52.800 thinking about things and clicks and views. And I love 0:14:52.840 --> 0:14:55.520 this quote. We tweeted about it on our Twitter handle 0:14:55.720 --> 0:14:58.120 where you said, you know, as a share bringing you 0:14:58.160 --> 0:15:03.840 in to buy a product or is that actually and 0:15:03.880 --> 0:15:06.400 what does it like really mean? And so so that's 0:15:06.440 --> 0:15:08.360 issue number one, But number two is why our third 0:15:08.360 --> 0:15:10.800 parties controlling what we're doing. And so I think when 0:15:10.840 --> 0:15:12.680 you're talking about the Nielsen's of the world and you're 0:15:12.680 --> 0:15:14.640 talking about the ib is the world, certainly there's a 0:15:14.640 --> 0:15:17.520 place to level the playing field. But never, in our opinion, 0:15:17.520 --> 0:15:20.000 has there been a more important time for the people 0:15:20.040 --> 0:15:23.240 who are actually in producing and executing it to a 0:15:23.320 --> 0:15:25.000 stake at that table and to build it. I think 0:15:25.000 --> 0:15:27.120 now it's the time for them to write for you guys, 0:15:27.160 --> 0:15:29.760 to actually build this. Okay, So we agree with you. 0:15:30.120 --> 0:15:34.200 Now do we like the idea that there is a 0:15:34.440 --> 0:15:38.840 third party or an honest broker. Yes, I agree can 0:15:38.880 --> 0:15:42.240 be because honestly, if this existed in the digital space, 0:15:42.680 --> 0:15:46.160 you wouldn't have to worry about if your spot ran 0:15:46.320 --> 0:15:52.000 next to questionable content, or if bots were being purposely purchased, 0:15:52.760 --> 0:15:57.440 or if your ad was only in the screen or 0:15:57.440 --> 0:16:01.360 the audio wasn't aired or deliver properly. So if there 0:16:01.400 --> 0:16:04.320 was an honest broker in that space, you wouldn't have 0:16:04.400 --> 0:16:08.800 to worry about that. That being said, I think that 0:16:09.040 --> 0:16:12.400 there does need to be standards, right, so they needs 0:16:12.640 --> 0:16:15.920 and actually the minimum standards that exist by the Trade 0:16:15.960 --> 0:16:22.200 Association's need to be actually elevated. Okay, particularly if what 0:16:22.280 --> 0:16:28.120 would be considered traditional or TV company standards are dramatically higher, 0:16:28.160 --> 0:16:31.480 and no one argues that they know premium content companies 0:16:31.760 --> 0:16:36.520 standards are much higher. But if we're in a bucket now, 0:16:36.560 --> 0:16:41.520 which does a converged communications plan? Right, So it's one budget, 0:16:41.880 --> 0:16:46.479 one consumer, a consumer who does not discriminate or differentiates. 0:16:46.600 --> 0:16:51.040 They want their content where when? Why, however, they decide 0:16:51.200 --> 0:16:52.920 at that moment they don't care what's next to it. 0:16:52.960 --> 0:16:57.000 By the way, and how shameful is it that as 0:16:57.000 --> 0:17:01.560 an industry we haven't been able to offer a our 0:17:01.600 --> 0:17:04.840 clients and ease of transaction, and along with that ease 0:17:04.880 --> 0:17:11.640 of transaction, one way to uniformly evaluate each piece of 0:17:11.680 --> 0:17:14.480 if you want to call it the advertising taxonomy or 0:17:14.600 --> 0:17:18.240 the kind of spectrum of delivery systems that you have. 0:17:18.320 --> 0:17:22.360 And that's why we're calling the summit, because when you're 0:17:22.400 --> 0:17:26.479 at this inflection point of a market, it's the time 0:17:26.680 --> 0:17:30.040 to make a change. It would be ridiculous if someone 0:17:30.200 --> 0:17:33.239 didn't stand up. I'm just happy you stood at right. 0:17:33.240 --> 0:17:35.360 I mean, that's the truth, and as not even a compliment, 0:17:35.400 --> 0:17:38.840 it's just like it's the The opportunity is huge NBC 0:17:39.040 --> 0:17:43.520 Universal and our partners being the biggest media company in 0:17:43.560 --> 0:17:49.400 the country, right, we take our responsibility of leadership very seriously. 0:17:49.960 --> 0:17:54.119 And one of the media industry analysts wrote something that 0:17:54.200 --> 0:17:58.480 I've said to my team fifty times, and I was 0:17:58.720 --> 0:18:01.000 happy that at least, you know, what's kind of like 0:18:01.080 --> 0:18:04.120 with your kids, when someone else says it, they believe it. 0:18:04.200 --> 0:18:06.800 But he wrote something, as it pertains to the summit, 0:18:07.040 --> 0:18:12.480 was NBCUniversal has the ability to shape the agenda, and 0:18:12.760 --> 0:18:16.080 that's all we want to do and we are happy 0:18:16.119 --> 0:18:19.480 to be, you know, an honest broker of at least 0:18:19.560 --> 0:18:22.760 clearing the path for everyone to get there, get in 0:18:22.800 --> 0:18:26.240 the room and have a responsibility on an obligation to 0:18:26.400 --> 0:18:31.760 contribute to the solve. Because the brands are certainly suffering. 0:18:32.000 --> 0:18:34.040 I mean, think about who's most vulnerable in all this 0:18:34.160 --> 0:18:39.040 convergence in that where innovation is freeing the consumer to 0:18:39.359 --> 0:18:41.920 either skip ads or have no ads at all. Right, 0:18:41.920 --> 0:18:44.959 so brands are most vulnerable. And then when they do 0:18:45.080 --> 0:18:48.880 think they're getting attached to add opportunities, they're really not. 0:18:49.320 --> 0:18:54.840 Who's seeing it, who's hearing it? Is being delivered right? 0:18:54.960 --> 0:18:58.600 And what is the performance? So if if you just 0:18:58.720 --> 0:19:02.399 have a simple ass which is all you want to know? So, 0:19:02.520 --> 0:19:06.520 as as brands or as marketers, you have a very 0:19:06.600 --> 0:19:10.200 simple ask all the time, which is all I want 0:19:10.240 --> 0:19:15.080 to know is who saw my ad and how they responded? 0:19:15.640 --> 0:19:19.240 Why is an NBC building their own version of Nielsen? 0:19:19.880 --> 0:19:22.120 We had Jared Dicker, who's the head of product over 0:19:22.119 --> 0:19:24.120 at Washington Post is taking this on from the digital 0:19:24.160 --> 0:19:26.760 standpoints like why am I waiting for so and so 0:19:26.800 --> 0:19:29.040 out in the market to come to the solution when 0:19:29.080 --> 0:19:30.879 obviously they have the backing of the bezos and the 0:19:30.920 --> 0:19:33.680 ability to pull in engineers don't see that being any 0:19:33.720 --> 0:19:36.720 different in house at So this is really great question. 0:19:36.800 --> 0:19:38.919 So there's kind of two parts of an answer to that. 0:19:40.119 --> 0:19:44.280 Number One, we stopped waiting, right, so we built our 0:19:44.320 --> 0:19:50.400 own capability through our audience studio called the audience Targeting Platform, 0:19:50.480 --> 0:19:55.480 which really takes the opportunity or challenge opportunity with something 0:19:55.520 --> 0:19:59.800 like will and grace way out from screen to screens, 0:19:59.840 --> 0:20:03.359 so screen agnostic, right, we don't care where, and we 0:20:03.440 --> 0:20:07.960 mostly don't even care when, okay, But we also expanded 0:20:08.000 --> 0:20:12.760 that to offer the opportunity to advertisers to actually ingest 0:20:13.640 --> 0:20:17.840 or deliver on their entire media plan. So it's not 0:20:17.920 --> 0:20:20.000 just will and grace. It's will and grace. It could 0:20:20.040 --> 0:20:24.399 be what portion they have on Telemundo all the way 0:20:24.440 --> 0:20:29.040 to Bravo, to CNBC, all the way down the line, 0:20:29.440 --> 0:20:34.920 and include our partners, which is BuzzFeed, Snap, Vox, Apple News, 0:20:35.280 --> 0:20:37.480 so all of our partners. So we have that capability. 0:20:39.080 --> 0:20:46.640 The opportunity for some advertisers has been spectacular. So this 0:20:46.760 --> 0:20:49.720 year will do close to a half a billion dollars 0:20:49.880 --> 0:20:54.240 on via our audience targeting platforms. So it has nothing 0:20:54.320 --> 0:20:57.239 to do with a traditional rating and everything to do 0:20:57.400 --> 0:21:01.840 with what consumer segment are you trying to reach? What 0:21:01.960 --> 0:21:07.119 type of business outcome are you trying to achieve. What's 0:21:07.160 --> 0:21:11.320 been great news is that the renewal rate or return 0:21:11.440 --> 0:21:15.560 rate has been almost and the deal size gets bigger 0:21:15.560 --> 0:21:17.879 and bigger every single time. So advertisers are coming back. 0:21:18.200 --> 0:21:20.400 They're coming back. They want to put in more correct 0:21:20.800 --> 0:21:27.280 the challenges where in a basic blocking and tackling hand 0:21:27.280 --> 0:21:33.400 to hand combat with the legacy processing system of how 0:21:33.640 --> 0:21:38.840 transaction works right now. So it's this audience targeting platform 0:21:38.920 --> 0:21:44.800 or our audience studio challenges legacy at every level. Okay, okay, 0:21:44.840 --> 0:21:48.760 so at every level it challenges process. It's not an 0:21:48.800 --> 0:21:52.920 upfront negotiation. It can be an upfront negotiation, but not, no, 0:21:53.200 --> 0:21:57.120 we don't. We have ours is quote unquote always on. 0:21:57.680 --> 0:22:00.480 But what it has to do is that the marketer, 0:22:00.760 --> 0:22:04.120 the brand, the agency or beha them has to lean 0:22:04.160 --> 0:22:08.320 in and say, here's the outcome I'm trying to achieve, 0:22:08.800 --> 0:22:11.520 or here's the audience I'm trying to target, which is 0:22:11.640 --> 0:22:16.720 deeper or more robust than an age gender split. It's 0:22:16.760 --> 0:22:21.600 more than adults or women. We hope they'll move past that. Well, well, 0:22:22.320 --> 0:22:26.560 for nine of NBC universals, maybe it's eight percent of 0:22:26.640 --> 0:22:30.720 NBC Universal's business. We have not moved past that. Yeah, 0:22:30.720 --> 0:22:32.919 I believe that. Can we rewind that cam in the record, 0:22:32.920 --> 0:22:38.439 because I think that's very important point for nine of 0:22:38.640 --> 0:22:43.159 NBC universals. Maybe it's of NBC Universal's business. We have 0:22:43.200 --> 0:22:45.720 not moved past that. And we talk a lot about 0:22:45.720 --> 0:22:48.600 where the onus sits to not just change the conversation, 0:22:48.600 --> 0:22:51.120 which is the purpose of the summit around big issues, 0:22:51.520 --> 0:22:54.239 but just down to the basic blocking and tackling as 0:22:54.280 --> 0:22:57.280 you called it, or the taxonomy. Why are we Why 0:22:57.359 --> 0:22:59.760 is it the same language? Why are we so? It's 0:22:59.800 --> 0:23:02.639 so listen, to be honest with you, it makes my 0:23:02.720 --> 0:23:06.679 eyes bleed, Okay, and that's what I like that visual 0:23:06.840 --> 0:23:09.200 that we can deliver to people who are listening as minds. 0:23:09.200 --> 0:23:13.200 But um so, there's three key stakeholders for change, right. 0:23:13.800 --> 0:23:17.680 It's the media companies that the shoulders of NBC Universal 0:23:17.760 --> 0:23:19.719 in this case are broad and we were in it. 0:23:19.760 --> 0:23:22.520 We're committed, we want to make a change. But it's 0:23:22.600 --> 0:23:27.639 the media companies like NBC Universal, it's the brands themselves, 0:23:28.119 --> 0:23:32.440 and it's the agencies. Okay, So those three people or 0:23:32.480 --> 0:23:36.760 stakeholders have to contribute to the change, but the legacy 0:23:36.880 --> 0:23:41.439 is an end to end legacy. Okay, so that's why 0:23:41.560 --> 0:23:46.280 you know NBC Universal has the capability or capacity to 0:23:46.520 --> 0:23:50.879 transact this way for the ten billion dollars of a 0:23:50.960 --> 0:23:56.600 year of inventory or revenue that we generally have. Okay, 0:23:57.200 --> 0:24:01.080 more powerful than the upfront in the future. Um I 0:24:01.119 --> 0:24:03.320 think it's more powerful than the upfront in the future 0:24:03.359 --> 0:24:06.760 because it's always on. So how could you like the 0:24:06.840 --> 0:24:10.120 car you want to buy? A lot of auto companies 0:24:10.119 --> 0:24:13.000 obviously no one advanced when they're launching a car, but 0:24:13.119 --> 0:24:16.120 they also have needs, whether it's on the national level 0:24:16.200 --> 0:24:21.960 or local level, when they want to interesting add or 0:24:22.119 --> 0:24:26.800 pivot and iterate and move money from one brand and 0:24:26.840 --> 0:24:30.159 go to another brand in one market out of the market. 0:24:30.400 --> 0:24:33.679 So this capability then NBCU has and some other companies 0:24:33.720 --> 0:24:38.280 having a smaller fashion but one to one conversation with 0:24:38.320 --> 0:24:41.479