As the CTV advertising ecosystem grows busy, the success of ShoppableTV on “Love Island USA” could also help NBCU maintain its foothold along with other efforts it has made recently to bolster One Platform. In March, it said it will activate iSpot.tv’s cross-platform audiences as currency for national ad buys to compete with Nielsen. It’s also attempting to streamline programmatic efforts with Peacock Audience Extension, giving advertisers access to first-party data from all its streaming inventory in one place, among other efforts in its analytics and measuring toolkit. 

In similar efforts, Disney recently expanded a partnership with The Trade Desk to connect its proprietary Audience Graph and Clean Room technology with Unified 2.0, The Trade Desk’s third-party cookie alternative, in a move to boost programmatic and interoperability in its own advertising platform.

NBCU’s move to promote products on the flirty dating show could offer the opportunity to companies who haven’t previously pursued TV advertisements to debut in a way that could be more easily tracked than traditional efforts. Beyond the ad business, the push for immersive shopping could also help expand Peacock, which grew to 13 million paid subscribers in Q1, up from nine million late last year. Earlier this year, NBCU bought the reality show off CBS as part of a two year deal. While it’s unclear exactly why NBCU chose “Love Island USA” for the shoppable integration over another series, it may act as an opportunity to expand the show’s viewership as it debuts on the platform.

To further amp up excitement for the new season and spur new viewers, Peacock and two former Love Island competitors are also hosting an in-person activation July 20 and 21 at Gansevoort Plaza in New York City, according to additional details shared with Marketing Dive. On theme with the show, guests will have the opportunity to mingle with one another, relying on designated beaded bracelets to communicate if they’re looking for love. Collaborations are also in the mix, including “Love Island USA” partnerships with clothing brand Kenny Flowers for a themed collection and with Obé Fitness for a content series inspired by the show. The show and music streaming service Spotify have also teamed up to release an official season four playlist.