Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, joins Justin Lebbon to unpack how premium video competes for spend against social and short-form platforms — and why data, not just content, is now the battleground.

• NBCUniversal is betting that data (Performance Insights Hub) plus premium content is the only way to compete with social and short-form platforms.
• The Hub combines linear and digital on one plan with reach, frequency and first/third-party KPIs; it rolls out in Q4 and, via FreeWheel, is intended to become an industry-wide standard.
• Universal Ads, aimed at digital-first advertisers moving up from search and social, now generates tens of millions per quarter after 18 months from a zero base.
• Diversification is essential: BravoCon (30,000 tickets, sold out in 90 seconds) and the LA28 sponsorship-plus-media partnership are meaningful new revenue streams.
• Marshall argues advertisers moved to CTV too quickly — ~40% of US budget has shifted while ~89% of impressions still run on linear.
• The US measurement 'crisis' — including Nielsen's Gauge report — confuses the market; Marshall's answer is real first-party data agreed across the industry.