When Linda Yaccarino took the stage at Radio City Music Hall at the upfronts in mid-May, she was ready to pitch thousands of advertisers on why NBCUniversal would make the perfect media partner. As NBCU’s chairman of ad sales and client partnerships, Yaccarino oversaw $10.4 billion in ad revenue in 2016 — and a lot of that spend was decided when Yaccarino and her team pitched their shows to advertisers at the upfront presentation that year.

It’s why Yaccarino, like she does every year, came with A-list backup to entertain and pitch advertisers. Amy Poehler was on hand. The Kardashians were there. Seth Meyers told some jokes. But first, NBCU’s top ad executive highlighted how the company now had the three “biggest partnerships” in digital media, underscoring NBCU’s investments in Snap, Vox Media and BuzzFeed.

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