August 13, 2022

Digital Marketing Education

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NBCUniversal launches first-party ID platform


The company’s database—which it hopes to scale to more than 200 million unique data points by 2023—represents a hoard of information collected from a range of sources, from consumers who book stays at NBCUniversal’s theme parks to those who’ve subscribed to emails from the company to those who have purchased movie tickets via Fandango.

“That 150 million people is expressed in an ID now … in a way that makes it very easy for advertisers and agencies to build audiences sort of natively off that data, or match their data to our IDs in our universe with a high match rate and a lot of confidence,” added Lee, who joined the company in July after more than a decade at data management company Merkle.

The framework for NBCUnified is based on three core components: NBCU ID, which was developed to bring together NBCUniversal’s first-party audience data across all of its networks, apps, streaming services and other platforms that crafts a profile of consumers under a single, deterministic ID that also takes account for privacy; its data marketplace, which aggregates those data points into niche consumer groups that can be as granular as individuals who’ve watched a certain episode of a TV show, to larger demographics advertisers might like to reach, such as World Cup superfans or sitcom binge-watchers; and partnership integrations, which will allow marketers who sign onto NBCUnified for a campaign to access data spines from ad agencies, measurement consortiums, third-party technology platforms, NBCU’s own data “clean rooms” where sensitive personal data is anonymized, and more.

Lee said with NBCUnified the company is looking to compete with the likes of Amazon, which he notes is the clear entertainment leader in first-party, data-based advertising. 

Lee declined to name specific advertisers that have been in discussions to utilize NBCUnified for their campaigns, though he did confirm that the company has seen “strong interest” from brands in the automotive, e-commerce and quick service restaurant categories.

See Ad Age’s 2021 Year in Review here.



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