NBCUniversal deployed One Platform Total Audience (OPTA), an AI and machine learning system that automates budget allocation and media planning across its linear TV and streaming inventory. The system, launched in January 2024, creates optimized media plans targeting specific audience segments across NBCUniversal's full portfolio.

OPTA uses machine learning and predictive analytics to produce a unified media plan across linear and streaming that targets a brand's specific audience segments, automating budget allocation to identify the most effective media mix. It also introduced programmatic guarantees for media buys and automated order and workflow management for buy-side transactions. In early tests, OPTA helped advertisers reach 48% more households in their target audience compared to using demographic proxies, with impressions 28% more efficient.