Alphabet partners with NBCUniversal for Olympic ad targeting tools

Alphabet Inc. (NASDAQ: GOOGL) announced a partnership with NBCUniversal to provide advertisers access to Olympic Winter Games programmatic inventory through its Google Display & Video 360 platform.

The collaboration will allow advertisers to combine Google's audience data with NBCUniversal's connected TV inventory for the upcoming winter sports competition in February. The partnership includes several advertising features designed for live sports campaigns.

The new offerings include unified reach capabilities that let brands target viewers on television screens and re-engage them on YouTube. The system incorporates cross-device frequency management to track household-level viewing patterns across different devices and inventory sources.

Google will provide cross-device conversion tracking using artificial intelligence to connect television advertising impressions with purchases. The company stated this feature gives marketers real-time visibility into return on investment for connected TV sports campaigns at no additional cost.

The platform will feature curated inventory packages through a redesigned marketplace interface intended to streamline the activation process for live sports advertising campaigns. According to the company, the new design reduces the steps needed to launch campaigns to a few clicks.

The announcement comes ahead of what the company describes as a significant year for live sports programming, with major events scheduled across multiple sports including football, rugby, cricket, basketball and tennis throughout 2026.

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