Digital publishers might be leading the charge in convincing advertisers to partner on branded content, but the major media companies are right on their coattails — and arguing that they can do it better.
The media giant, which oversees a suite of TV networks, movie studios and publishers, added a new line to its portfolio in March. NBCU opened an in-house studio, called The NBCU Content Studio, dedicated to creating and distributing sponsored content for advertisers. The pitch to advertisers is that the company has decades of experience making great content. And it has scale.
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