NBCUniversal is expanding its data capabilities by combining insights from the media giant's portfolio into a single database that marketers can use to match their own first-party data to better reach and target audiences.
Announced at CES today, NBCUnified will be a component of the company’s One Platform audience-centric campaign tool and represents a “major system upgrade” to the first-party data capabilities that NBCU can lend to advertisers of all shapes and sizes, said John Lee, chief data officer, advertising and partnerships, NBCUniversal.
“The goal of NBCUnified is to bring a sort of leapfrogged or industry-leading addressability capability within the One Platform,” said Lee, noting that the tool will “better enable advertisers and agencies to bring their first- and third-party data to the table.”
With the ongoing shift away from cookies and other third-party ad identifiers, advertisers have been investing heavily in their own data collection, which they’ll now be able to utilize with NBCUnified and its more than 150 million individual consumer-level data points.
It’s an important sticking point for advertisers that publishers have been keen to build into their newest offers, including companies like Samsung, which touted the ability for brands to bring their own first-party data to the table when it released a similar tool for smart TV-based campaigns last month.