NBCUniversal One Platform™
powers the TV of Today.

Our proprietary ad tech stack, One Platform, is the first video platform to combine the power of professionally produced, culture-defining content with the benefits of “big tech”: first-party data, precision targeting, automated buying, and outcome-based measurement. In short, One Platform powers the Television of Today. Using advanced data-driven technologies, the TV of Today experience is as scaled, as relevant, and as personalized as a consumer’s social feed—but with the engagement that only a big-screen experience can deliver. And deliver we do!

One Platform…

All powered by a single data-driven advertising platform.

Key pillars of One Platform

One Platform comprises three key pillars and corresponding advertising solutions for you.

And none of these pillars stands alone. One Platform is a holistic solution with automation and interoperability built into every step of the campaign process—from building audiences to cross-platform media planning and activation to best-in-class ad experiences to measurement, we’re making it easier, more efficient, and more effective than ever to transact the way that works best for your business.

Benefits for Advertisers

Whether you’re activating separately on streaming and linear or across platforms with One Platform Total Audience, audience-based buys with One Platform work harder—it’s that simple.

Streaming:

Data-driven linear:

One Platform Total Audience (cross-platform):

And adoption has never been higher. In fact, in 2023 alone, advertisers across the industry and every client category partnered with us to modernize their TV campaigns, including:

No other media company offers the scale, the ease, the flexibility, and the proven effectiveness of NBCU’s One Platform.

What’s new for 2024

Learn more about how we’re scaling and expanding our One Platform capabilities across each of our three pillars.

Audiences

High-performing, scaled audiences start with data, and core to One Platform is our enterprise data and identity platform that unifies the vast first-party consumer data sets from across NBCU to enable best-in-class targeted and personalized consumer experiences. It’s how we know who our consumers are, what they want, and how to best serve them, and it supercharges the first step of your One Platform campaigns: identifying your target audiences. With our identity graph that houses more than 200 million individuals 18+, more than 90 million households, and more than 3,000 behavioral attributes, we can help you build your strategic audiences with higher fidelity and more precision than ever before.

This year, we’ll continue to enable data collaboration with partners across the industry to make it easier for you to leverage your first-party audiences, from segmentation to onboarding to activation to measurement. This will include new integrations with retail media networks, consumer data platforms, programmatic channels, measurement partners, and more.

We’re also introducing generative AI-powered audiences. Built using emerging capabilities such as computer vision, large language models, and deep learning, these highly predictive custom audiences center on the complex connections between our premium content, our consumer audiences, your performance outcomes, and the unique emotional responses our consumers experience with our content—unlocking a new level of performance across our audience-based offerings.

Activation

Once you’ve established your audience, the next step is to activate your campaign. We offer three key data-driven activation paths:

• Streaming – Dynamic, one-to-one addressable delivery to your target audience through the best in streaming—including Peacock—across CTV, desktop, and mobile
• Data-driven linear – Enhanced one-to-many delivery to your target audience at scale through the broad reach of national linear TV
• Cross-platform – Your target optimized across linear & streaming—plan once, activate everywhere!

You can buy direct from us, and we’ll find and deliver your high-value strategic audiences wherever they are, with target delivery guaranteed. Or, if you prefer self-service, you can activate your own buys—across our linear networks through our proprietary linear APIs and across our streaming portfolio through private marketplace (PMP) and programmatic guaranteed (PG) deals enabled thanks to our integrations with FreeWheel’s Programmatic Module and a variety of DSPs (19 of them and counting!).

Earlier this year, we announced the full scale launch of our cross-platform solution, One Platform Total Audience. Coming later this year, VideoAmp will be available as a viewership currency for Total Audience buys.

In addition, we’re continuing to open up programmatic access to our premium streaming content, including—for the first time ever—PMP access to the 2024 Olympic and Paralympic Games. We’re also future-proofing our programmatic infrastructure by adopting industry ID solutions with high-quality signals that unlock more scale, better addressability, and greater reach across NBCU’s user-authenticated streaming inventory. We adopted Unified ID 2.0 (UID2) last year, and this year, we’re adopting LiveRamp’s RampID and Google’s PAIR solutions.

Measurement

Whatever your objectives, we have the measurement to prove the return on your NBCU investment. Our end-to-end suite of sell-side solutions includes pre-flight creative testing, in-flight delivery and reach & frequency reporting, real-time outcomes for qualifying streaming campaigns, and post-campaign outcomes from upper funnel reach and brand lift to lower-funnel conversion.

We also enable buy-side measurement through pre-approved third-party pixels and through measurement partners integrated with One Platform for data collaboration.

New this year, we’re introducing One Platform Total Measurement, an evolved, audience-driven sell-side measurement framework that will provide you with an integrated view of your strategic audience campaigns. Thanks to always-on data feeds through expanded partnerships with VideoAmp, Dynata, EDO, Kochava, iSpot, Innovid, and LiveRamp, we’re building One Platform Total Measurement with automation at its core to provide you holistic results throughout the life cycle of your audience-based campaigns.