We hear about the real-world implementation of innovative ad products, and the impact for marketers, as NBCUniversal has pioneered television’s use as a performance marketing engine. This presentation reviews campaigns where marketers of all sizes drove business outcomes that were directly attributed to streaming or linear exposure, with measurement at each stage of the purchase funnel. NBCUniversal has created emotion-based, AI-powered predictive audience segments, offered biddable programmatic in live sport, harnessed first-party data for addressability, and used the groundbreaking Universal Ads platform to open TV advertising to small medium businesses. We learn about these, plus the evolution of shoppable TV that has seen sports fans directed to holiday retail deals via QR codes, and reality fans browsing programme inspired products. How have buyers reacted, and much new demand has been created for TV?