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NBCUniversal launches self-serve programmatic ad portal for Peacock TV

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NBCUniversal launches self-serve programmatic ad portal for Peacock TV

NBCUniversal has unveiled a self-serve programmatic ad portal for its Peacock TV streaming service, allowing greater access for businesses of all sizes.

What it does. Scheduled to launch in the second half of this year, Peacock Ad Manager will give performance marketers and their agencies access to “full-funnel attribution” ad measurement. It will incorporate the Peacock AX audience management platform, enabling “precision audience and geo-targeting and built-in performance measurement across the purchase funnel — from website visits to app downloads to purchase conversion.” 


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The service, developed for NBCU by CTV ad-tech firm tvScientific, lets advertisers enter their budget, choose their target audience and KPIs, upload creative, and measure delivery as well as performance. The goal is to make Peacock more accessible for local and small- and medium-sized businesses. It will allow anyone “to unlock advanced targeting, performance insights, and attribution for the many advertisers who don’t have existing [demand-side platform] relationships,” Krishan Bhatia, NBCU president said in a statement.

Growing audience. This comes at a key moment for Peacock, which is expected to hit 64.3 million US viewers this year, up 25% from 51.5 million the year before, according to eMarketer. That viewership will mean it is reaching one-fifth of all internet users. At current growth levels it will expand to more than one-fourth by 2026, for a total of 84.2 million viewers. 

While Netflix recently lost 200,000 subscribers on news that it would have an ad-supported subscription tier, Peacock faces no such challenge. Of Peacock’s 24.5 million active subscriber accounts at the end of 2021, only a third existed at the free level. The majority of paid Peacock accounts are also ad supported, making ads a major revenue stream for the platform. 

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Even with the increases Peacock will still be far behind CTV leaders Netflix, which has more than 170 million viewers, Amazon Prime, Hulu, Disney+ and HBO Max, all of which have well over 80 million subscribers. However, it will rank ahead of ESPN+ and Apple TV+.

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Why we care. Programmatic ads and marketing automation should be a boon for small- and medium-sized businesses. That said, it is sometimes the case that using them can be challenging and expensive. If NBCU’s system operates as described it will aid SMBs as we head into rockier economic times.

Read next: How to drive email innovation with programmatic coverage


About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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How clean, organized and actionable is your data?

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90% of marketers say their CDP doesn't meet current business needs

A customer data platform (CDP) centralizes an organization’s customer data, providing a single 360-view of each consumer that engages with the company. Yet there are still data-related considerations that organizations have to make beyond what the CDP does.

“[CDPs] were designed to fill a need – to enable a marketer to easily get to the data they need to create their segmentation and then go on and mark it from that point,” said George Corugedo, CTO of data management company Redpoint Global, at The MarTech Conference. “But the issue is that CDPs really don’t take care of the quality aspects of the data.”

Maintaining data quality also impacts segmentation, campaigns and privacy compliance challenges for marketing teams that use this data.

Data quality

The data in a CDP depends on the quality of where it came from. Therefore, an organization using a CDP must also consider the quality of the data sources and reference files used to build out the CDP.

“The inevitable question is going to be, how good is this data?” said Corugedo. “How much can I trust it to make a bold decision?”

This is something that has to be on every organization’s radar. For instance, when identity resolution is used, the issue depends on the quality of the third-party reference files. If they are provided by a telecommunications company or credit bureau as the data partner, those files might only be updated quarterly.

“It’s just not an optimal solution, but every single CDP on the market uses some form of reference file,” Corugedo stated.

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It’s up to the data scientists and other team members working within the organization to own the accuracy of these data sources.

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Read next: What is a CDP?

Segmentation and other actions

The quality of the data using specific reference files and sources will vary and will impact the confidence that marketers have in creating segments and using them when deploying campaigns.

Marketers have to make this decision at a granular level, based on the trustworthiness of data from a particular lineage.

“If they have a campaign that is reliant on suspect data, they can actually delay that campaign and say maybe we wait until that data gets refreshed,” said Corugedo.

Otherwise, marketers are just “spraying and praying.”

Using rules instead of lists

The advantage of having a CDP is unification of all data. But the data is being updated all the time. Instead of deploying campaigns based on a fixed list of customers, the use of rules to define segments allows marketers to update who they engage in the campaign.

“A list, as soon as it’s detached from the database, starts to decay because it doesn’t get any updates anymore,” Corugedo, adding that using lists takes longer to execute a campaign.

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Lower quality from data that isn’t updated can have serious implications for healthcare and other industries, where accuracy is essential. 

“Instead, rules are passed through the campaign just like they would be with a list, but those rules reevaluate every time there’s a decision point to make sure that only the qualified people get the particular content at that point,” Corugedo explained.


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Privacy and regulatory compliance

Maintaining data quality through a Redpoint Global dashboard, or a similar combination of tools and data personnel, will also help an organization manage privacy.

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The crucial point is that people on the team know where the data came from and how it’s being used in campaigns. The stakes for sending out relevant messaging are high. Privacy and compliance issues raise the bar even higher.

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If you’re using a CDP, you can save headaches and extra labor by using a tool that has compliance and privacy baked in, so to speak.

“What we’ve done is embrace some of this complexity and absorb it into the environment, so the marketer never even sees it,” said Corugedo. “What we do is with every implementation, we will implement a PII vault that keeps PII data super secure, and we can anonymize the marketing database.”

This way, personal information of individual customers (PII) is never violated.

“Marketers ultimately don’t necessarily need to have visibility to PII,” Corugedo explained “They like to see it for testing purposes and making sure that it looks right and everything, but the truth is we can do that in other ways without revealing PII.”

Having a handle on data quality adds to the confidence marketing teams have in creating segments and executing campaigns, and it can also help protect the customer’s privacy and guard against regulatory infringements.

Facts not fiction: Beyond the CDP from Third Door Media on Vimeo.

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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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