Adding to its media agency partnership deals around its new measurement efforts, NBCUniversal says Dentsu international will be the first agency partner for NBCUnified — its first party-data and identity platform for all of NBCUniversal’s consumer data, to be used as a “currency” for deal-making.
This means Dentsu’s M1 platform — for person-level and household-level IDs — can match data with NBCU audiences using NBCUnified Consumer Match. Then, through NBCUnified Audiences, marketers can gain insights for custom audience-targeted advertising inventory on NBCU TV networks/platforms video and display inventory.
John Lee, chief data officer, NBCUniversal, said in a press release, the deal accelerates “our joint ability to allow clients to transact on identity and first-party data across our premium offerings at a level of scale and transparency never before possible.”
The venture will allow for matches of NBCU IDs coming from 150 million person-level IDs attached to 80 million households across all its networks and platforms.
Recently NBCU struck a deal with Omnicom Media Group, as the first agency to integrate its clients data with NBCU’s data in its “clean room” — NBCU’s Audience Insights Hub.
That deal enables advertisers and agencies to match their own first-party data about consumers with NBCU’s proprietary data in order to calculate the reach and frequency of the viewers they are targeting.
Previously, NBCU made an investment with in-game advertising platform Anzu, where NBCUniversal’s clients — through its NBCU One Platform — can place messaging in Anzu’s cross-platform gaming inventory on mobile, PC and consoles.
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