FOLLOW US
Deep partnership unlocks unrivalled opportunities for dentsu’s clients to access NBCUniversal’s expansive network of consumer touchpoints across movies, entertainment, news, sports, ecommerce, subscriptions, theme parks and more.
NEW YORK, NEW YORK — MARCH 18, 2022 — NBCUniversal, the leading global media and technology company, today announced that dentsu international, one of the largest global marketing and advertising agency networks, will become the first agency partner of NBCUnified, its holistic first-party data and identity platform that unites NBCUniversal’s vast network of consumer touchpoints into a scaled offering for marketers within One Platform.
In a first-of-its-kind integration, the deep partnership will enable utilization of both person-level and household-level IDs from dentsu’s M1 platform and consumer data products, as well as those of its advertisers, to directly integrate into NBCUnified’s identity platform. With privacy in mind, this partnership allows for matches with NBCU’s database of NBCU IDs, which in its initial release will comprise 150 million person-level IDs tied to 80 million households.
dentsu and its media agency brands will now—for the first time ever—be able to utilize its M1 platform on behalf of clients to match audiences using NBCUnified Consumer Match, and leverage NBCUniversal’s deep first-party knowledge of its consumers—through NBCUnified Audiences—to develop greater insights and more in-depth, higher-performing custom audiences for targeting across premium NBCU TV, video and display inventory. Additionally, dentsu clients will be afforded advanced analytics and measurement capabilities enabled by NBCU and dentsu clean room environments.
“At dentsu, we pride ourselves on being leaders in driving relevancy and knowing people better than anyone. 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 NBCU will enable us to uncover more resonant audiences for our clients, fueling more effective media purchases that are fully transactable.”
-Cara Lewis, Chief Investment Officer at dentsu Media US
Launched in January, NBCUnified builds on the NBCUniversal’s expansive suite of advanced advertising tools and capabilities—from AdSmart for data-driven audience targeting on every screen to NBCU’s Audience Insights Hub for data interoperability through a clean room environment. NBCUnified was created to be fully interoperable, providing marketers a modern-day, privacy-minded solution to connect data spines ranging from agencies, third-party technology platforms, industry-wide initiatives, consortiums, and NBCUniversal’s clean rooms.
“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 at a level of scale and transparency never before possible. This presents our joint clients with a path forward to move away from black-box, panel-based systems to one where our joint identity pool of over 100 million households becomes the currency.”
-John Lee, Chief Data Officer, NBCUniversal
Today’s announcement is the third in a series of partnership news NBCUniversal has made in the run up to its developer conference, One22, taking place on March 22, where the company will further showcase its capabilities and partnerships across data, technology, and measurement.
ENDS
NOTES TO EDITORS:
- One Platform: One Platform is NBCUniversal’s audience-first approach to modern media and our proprietary technology stack. It’s designed to remove the complexity of traditional media buying to help marketers reach their preferred audience on a single media plan with a single guarantee. In other words, One Platform is: unified, data-enabled, automated, and interoperable.
- NBCUnified: Announced in January 2022, it is a first-party identity platform that helps any sized advertiser, in any industry, to use data effectively and efficiently to meet and exceed their business goals. Comprised of three main components—NBCU ID, Data Marketplace and Partner Integrations—NBCUnified unites NBCUniversal’s vast network of consumer touchpoints into a scaled data offering for marketers within One Platform, and promises to usher in a more connected, data-driven experience of premium video for audiences and advertisers alike.
- AdSmart: AdSmart is a holistic suite of advanced advertising solutions that powers audience targeting and optimization as part of NBCUniversal’s One Platform. AdSmart brings together NBCUniversal’s unmatched premium portfolio and data-driven targeting capabilities to reach the right consumers across all screens for your business objectives. Whoever your audience is, whether it’s an advanced consumer target or a demo target, we can help you build meaningful connections at scale and drive measurable impact for your brand.
Contacts:
Lee Thompson, Vice President, Global Communications & Strategic Partnerships, NBCUniversal
Lee.Thompson@NBCUni.com
Kate Kelley, Vice President, Communications, dentsu Media US
Kate.Kelley@dentsu.com
ABOUT NBCUNIVERSAL:
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a premium ad-supported streaming service. NBCUniversal is a subsidiary of Comcast Corporation.
ABOUT DENTSU INTERNATIONAL:
Part of dentsu, dentsu international helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists. Follow us on social @dentsuUSA.
###
