Dive Brief:
- NBCUniversal unveiled a new solution that unifies first-party data from across its portfolio of TV networks, streamers, theme parks and more, according to an announcement. NBCUnified was also showcased as part of the Consumer Electronics Show today.
- Living within One Platform, NBCUnified is built around three pieces of technology: NBCU ID, data marketplace and partner integrations. Working off NBCU ID, NBCUnified already wields 150 million unique person-level identifiers and 50 million household identifiers that marketers can match against their own data sets to better target customers and optimize campaigns.
- NBCUnified will additionally provide the “backbone” for NBCUniversal’s measurement initiatives moving forward, per the announcement. It’s the latest sign that media stakeholders see an opportunity to fortify their ad businesses as first-party data and related solutions grow more desirable in the face of looming third-party cookie deprecation.
