dentsu Named First NBCUnified Agency Partner

Media giant NBCUniversal has announced that marcoms network dentsu international is the first agency partner for its first-party data and identify platform, NBCUnified.

Launched in January, NBCUnified combines NBCUniversal's network of consumer touchpoints across movies, entertainment, news, sports, eCommerce, subscriptions, theme parks and more - which together engage more than 230 million adults each month - into a single database that marketers can use to match their own first-party data. The solution comprises three main components - NBCU ID, which taps into more than 150 million first-party person-level IDs and 80 million household IDs; Data Marketplace, which includes thousands of consumer behavior attributes combined with third-party data; and Partner Integrations, from agencies, third-party technology platforms, industry-wide initiatives, consortiums and NBCUniversal's own proprietary clean rooms.

The partnership will mean NBCUniversal can integrate both person-level and household-level IDs from dentsu's M1 platform and consumer data products, as well as those of its advertisers, into NBCUnified. dentsu and its media agency brands will now be able to utilise the M1 platform to match audiences using NBCUnified Consumer Match, and use NBCUniversal's first-party knowledge of its consumers - through NBCUnified Audiences - to develop insights and custom audiences for targeting across NBCU TV, video and display inventory.

In addition, dentsu clients will have access to advanced analytics and measurement capabilities enabled by NBCU and dentsu clean room environments. Cara Lewis (pictured), Chief Investment Officer at dentsu Media US, comments: 'At dentsu, we pride ourselves on being leaders in driving relevancy and knowing people better than anyone. 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, fuelling more effective media purchases that are fully transactable'.

Web sites: www.nbcuni.com and www.dentsu.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.