MSNBC

Major premium cable news publisher offering advertisers access to large, politically engaged audiences across linear TV, streaming, and digital channels; now operating as MS NOW under Versant.

MSNBC launched on July 15, 1996, as a joint venture between Microsoft and NBC, establishing itself as one of America's premier cable news networks. For nearly three decades, it built a strong identity as a center-left news and opinion network, competing directly with CNN and Fox News for cable news audiences. The channel grew to reach tens of millions of households and developed a robust digital advertising platform alongside its linear television presence, making it a significant player in both traditional broadcast and digital media advertising ecosystems. In the AdTech landscape, MSNBC operated as a major premium publisher, offering advertisers access to highly engaged, politically aware audiences across linear TV, streaming, and digital platforms. Its advertising offerings included traditional TV spots, programmatic digital display, video pre-roll, and branded content integrations. NBCUniversal's broader One Platform initiative allowed MSNBC inventory to be packaged alongside other NBCUniversal properties, giving advertisers cross-platform reach and advanced audience targeting capabilities. As part of Comcast and NBCUniversal's strategic decision to spin off its cable television networks into a new independent company called Versant, MSNBC underwent a significant transformation. Effective November 15, 2025, the channel rebranded as MS NOW, continuing its operations under the new identity within the Versant portfolio. The rebrand marked the end of the MSNBC brand after nearly 30 years, though the underlying network, its programming infrastructure, and its advertising platform continue to operate under the MS NOW name.