NBCUniversal built a first-party identity platform that includes 50 million families and 150 million individual consumers to bolster its cross-platform targeting.
The platform, called NBCUnified, is the backbone of NBCs One Platform proprietary technology stack that covers the media project lifeline, from preparing to measurement. Released at CES Wednesday, the NBCUnified identity spine will officially debut in Q2.
” The platform was constructed to drive greater effectiveness and efficiency in advanced targeted advertising,” stated NBCU Chief Data Officer John Lee, who joined NBCUniversal in July to lead this job.
NBCUniversal has actually been working on that challenge for years. After launching One Platform in 2020, it debuted a clean room last year, NBCU Audience Insights Hub. The product enables online marketers to run privacy-safe queries throughout NBCUniversals direct and digital audience information.

Like its clean space product, NBCUnified takes a privacy-safe however collaborative technique to information sharing. First, NBC constructed a platform of IDs that unifies the networks vast customer base, from live sports fans to Peacock streamers, and their touch points into a single database.
The NBC ID database presently boasts an approximated 50 million homes and 150 million specific customers at a known ID level, Lee stated.
Deterministic, individual NBCU IDs are anticipated to surpass 200 million next year.
Those IDs are improved with information about what a consumer does on the NBCU platform as well as off the platform.
“But other shopping, graphic and behavioral elements are drawn from our first-party information and made offered.”
Using those additional audience insights, online marketers can show more appropriate advertisements, which implies NBCU audiences get a more tailored watching experience.
” [Getting custom-made insights] fuels the tailored experience of that consumer as they connect with our brand, [which] assists to support our marketers activating media plans across all channels,” Lee describes. NBCUs identity method will differ from walled gardens, since it intends to make its data available via clean rooms and a partnership-driven method.
” If you think about other players who have first-party information to scale, it evokes walled gardens,” Lee said. “Through the tidy space, were producing a level of access and interoperability thats just not available in those walled gardens.”
Brands, their companies [and] their analytics partners can bring their own first-party data to the clean space and produce audience insight segments and predictive targeting designs, Lee said, getting everyone to speak the very same language in a quickly developing, fragmented space with numerous gamers.

“But other shopping, behavioral and graphic components are drawn from our first-party data and made readily available.”

” The platform was constructed to drive higher efficiency and effectiveness in sophisticated targeted advertising,” stated NBCU Chief Data Officer John Lee, who signed up with NBCUniversal in July to lead this task. NBCUniversal has actually been working on that challenge for years. After introducing One Platform in 2020, it debuted a tidy room last year, NBCU Audience Insights Hub. The product permits online marketers to run privacy-safe questions across NBCUniversals digital and direct audience data.

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