Next in Media spoke with Alison Levin, President, Advertising and Partnerships at NBCUniversal, about how the company is opening up the Olympics to a whole new crop of advertisers while trying to cater to Gen Z's viewing habits. Levin also talked about TV's attribution challenge and whether this is the year of "T-Commerce." Takeaways • Brands are leaning in to tell bigger stories and are interested in surrounding content with meaningful narratives. • Strategic audiences and attribution are top of mind for advertisers, as they seek to move beyond age and gender targeting. • The Olympics on Peacock will offer new advertising opportunities, including programmatic buying and shoppable ad units. • Live sports continue to be a valuable asset for NBCU, with high viewership and co-viewing. • The TV market is evolving, and NBCU is focused on proving the value of its full portfolio and driving purchase behavior. • Attribution and measurement are key challenges, but NBCU is working on partnerships and tools to address them. • Clean rooms and programmatic buying are growing in importance, attracting both big advertisers and new brands. • Programmatic buying in live sports has seen significant growth, fueling client diversity and increasing spend. Chapters 00:00 - Introduction and Upfront Season 02:46 - Strategic Audiences and Attribution: Moving Beyond Age and Gender 05:36 - Reimagining the Olympics on Peacock 07:33 - The Value of Live Sports 11:26 - Challenges and Opportunities in the TV Market 15:02 - The Need for Better Attribution and Measurement 25:58 - Programmatic Growth in Live Sports Guest: Alison Levin Host: Mike Shields Sponsored by: Epsilon Produced by: Fresh Take