Walmart and NBCU Launch Measurable Sports Ad Options

American retail giant Walmart has extended a partnership with broadcaster NBCUniversal, to offer shoppable ad formats and additional measurement options for live sports, beginning this week.

The partnership between the two firms stretches back to the launch of NBCUniversal's Must Shop TV, and its latest iteration launches on Thursday - Thanksgiving night and the eve of the Black Friday retail bonanza. The offer includes linear and steaming TV ad inventory, and the firms say it combines the media group's leading sports coverage with an innovative viewer experience and cross-platform reach and attribution data for marketers.

Viewers can shop via Walmart.com using an on-screen QR code, while advertisers will get closed-loop measurement of sales due to the two firms' data collaboration.

Web sites: corporate.walmart.com and www.nbcuniversal.com .