NEWS22 March 2022

NBCUniversal teams up with Dentsu on first-party data

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US – Global media and technology company NBCUniversal has announced marketing and advertising agency Dentsu International as the first agency partner for its first-party data and identity platform NBCUnified.

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The partnership will use person-level and household-level IDs from Dentsu’s M1 platform and consumer data products, as well as those of its advertisers, and directly integrate it into NBCUnified.

In its initial release, the partnership will allow matches with NBCUniversal’s database, which comprises 150 million person-level IDs tied to 80 million households.

The agreement will therefore allow targeting across premium NBCUniversal TV, video and display inventory. 

Additionally, Dentsu clients will be offered advanced analytics and measurement capabilities through NBCUniversal and Dentsu clean room environments.

NBCUnified was launched in January 2022 and builds on existing NBCUniversal advanced advertising tools and capabilities, such as AdSmart and its Audience Insights Hub.

John Lee, chief data officer at NBCUniversal, said: “Identity is increasingly becoming the new currency for the advanced television and digital video industry.

“With this partnership, NBCUniversal and Dentsu are taking a leadership position in accelerating our joint ability to allow clients to transact on identity and first-party data across our premium offerings.”

Cara Lewis, chief investment officer at Dentsu Media US, said: “This first of its kind partnership with NBCU delivers an innovative addressability solution in the traditional marketplace that can be activated on right away.

“Bringing together IDs and data from Dentsu’s M1 platform, our clients, and NBCUniversal will enable us to uncover more resonant audiences for our clients, fuelling more effective media purchases that are fully transactable.”