NBCUniversal launches NBCUnified data platform

NBCUniversal has announced the launch of a new first-party data platform.

The platform, called NBCUnified, will provide advertisers with a “scaled data offering” which unites NBCU’s network of 230 million consumer touchpoints each month. It has three main components: NBCU ID, Data Marketplace and Partner Integrations.

The company said that its “deep, person-level understanding of consumer media behaviour” allows it to provide partners with “highly measurable, targeted and personalised advertising experiences that move businesses – and the industry – forward.”

Krishan Bhatia

Krishan Bhatia, president and chief business officer, NBCUniversal Advertising & Partnerships, said: “It all starts with consumer relationships and trust. We understand what engages over 230 million adults each month, and with NBCUnified, we can translate these relationships into better consumer experiences, deeper insights for our partners, and a more connected TV world for our industry.”

John Lee, chief data officer, NBCUniversal, said: “In a world where third-party identifiers are fading, first-party data is the future. From partnership to measurement to creative, a deep understanding of consumers at the individual level is critical for marketers to reach their KPIs and expand their business. NBCUnified is the scaled data offering that marketers need and a solution that the industry can also leverage to embrace a fully data-powered, data-enabled tomorrow.”

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