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NBCUniversal launches comprehensive NBCUnified platform

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NBCUniversal launches comprehensive NBCUnified platform


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.

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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.



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MARKETING

5 Open Door Policy Examples

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5 Open Door Policy Examples


Whether they have an issue they want to be resolved or ideas they think would improve the company or better serve clients, employees just want to be heard.

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MARKETING

Good morning: The future of CTV

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2022 Predictions: CTV and cross-channel advertising


MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, and today we take a closer look at the CTV landscape.

CTV is very device-driven, so marketers were watching CES closely earlier this month to see what new kinds of screens will find their way into homes. This has broad implications for consumer behavior, and forces marketers to reconsider the channels where they engage customers.

More social media apps are migrating to the CTV ecosystem through new device features like Samsung’s Smart Hub. But marketers can’t be sure how their specific customers expect a trusted brand to appear on such a format. Is it social, or is it TV, or some combination of the two, or something entirely new?

An experimental mindset and attention to campaign performance metrics will guide marketers through these new touchpoints. No wonder there is such a high demand for data in the CTV space, which explains the many data collaborations and partnerships that have been formed over the last year.

All of this influence in CTV from other digital channels – the short-form video imported from social, for instance – means that CTV is expected to continue to grow. Just last summer, The Trade Desk’s Jeff Green predicted that it will represent at least one half of global advertising’s trillion dollar pie.

Chris Wood,

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Editor

Shorts

Quote of the day. “The evolution of social is that it’s moving to TV, which makes a lot of sense right now because of social’s video content, which is becoming more important in the TV industry.” Katelyn Sorensen, CEO, Loomly


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.



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MARKETING

A Comprehensive Guide to Organizational Development

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A Comprehensive Guide to Organizational Development


Imagine it’s 2005, and a small drinkware business opens up in the center of town. Although they have a simple website to provide store information and field online inquiries, their collection of customized mugs, shot glasses, and more continuously grow in popularity due to loyal customers and word of mouth.

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