At CES, NBCUniversal announced the launch of NBCUnified, a first-party identity platform that pulls together consumer data from across the company’s wide-ranging touchpoints, including premium video content, e-commerce, sports, subscriptions and theme parks.
NBCUnified is made up of three main components – the NBCU ID, the Data Marketplace and Partner Integrations. Marketers will be able to reach consumers with deep knowledge based on the first-party data and insights that come from more than 230 million monthly users across all of NBCUniversal’s commercial channels.
The NBCU ID, which was first introduced last March, has over 150 million unique person-level IDs, and is on pace to grow to over 200 million by 2023. The Data Marketplace taps into thousands of consumer behavior attributes and can be combined with a network of licensed third-party providers.
Read next: Best Buy announces in-house ad network
The Partner Integrations piece, according to the company, acts as a “fully interoperable platform” that is privacy-minded and allows marketers to responsibly benefit from third-party data from agency and tech partners, as well as NBCUniversal’s own proprietary clean rooms.
Why we care. We’ve already seen how some large national retailers like Best Buy and Walgreens have launched advertising platforms that leverage their vast store of customer data for outside advertisers.
Because of NBCUniversal’s focus on entertainment, their NBCUnified offering is more diverse and potentially engaging to consumers than feeding retail customers additional ads in-store or on the store’s app. But the same overarching principle applies. First-party data is more valuable than ever, and if you want to leverage that value, there are ways through data partnerships with right tech partners to unlock that data for paying advertisers.
About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
Note: This article have been indexed to our site. We do not claim legitimacy, ownership or copyright of any of the content above. To see the article at original source Click Here
Amazon Fire TV Stick 4K (newest model) with AI-powered Fire TV Search, Wi-Fi 6, stream over 1.5 million movies and shows, free & live TV
$29.99 (as of March 9, 2025 20:21 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Ernie Ball Regular Slinky Nickel Wound Electric Guitar Strings, 10-46 Gauge (P02221)
$6.99 (as of March 9, 2025 20:21 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
50 Count Super Absorbency Disposable Underpads, Leakproof Quick Drying Disposable Pads for Baby, Puppy and Adults, Disposable Changing Pads for Baby, Disposable Diaper Changing Pads, 17” x 13”
$9.98 (as of March 9, 2025 19:46 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
Cordless Handheld Vacuum, Rechargeable Car Vacuum with 16000Pa Powerful Suction, Ultra-Lightweight 1.3lbs, Brushless Motor, Multiple Accessories for Home Office Car Pets Cleaning
$49.99 (as of March 9, 2025 19:44 GMT +00:00 - More infoProduct prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on [relevant Amazon Site(s), as applicable] at the time of purchase will apply to the purchase of this product.)
