General Motors Taps Into NBCUnified Platform

Automotive giant General Motors will be the first advertiser to integrate its own first-party data with media group NBCUniversal's identity platform, NBCUnified.

Launched in January, NBCUnified combines NBCUniversal's network of consumer touchpoints into a single database that marketers can use to match with their own first-party data, producing high value audiences and allowing users to 'activate' them. In all, the company says its properties in movies, entertainment, news, sports, eCommerce, subscriptions, theme parks and other areas engage more than 230 million adults each month. The solution's three main components are 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.

NBCU announced in March that it had signed its first agency partner for the platform, marcoms network dentsu international. General Motors' involvement will be via its ad agency Carat, which is part of dentsu: the integration of GM's automotive buying and behaviour data with NBCU's media and consumer dataset will take place within Carat's 'clean-room' environment, so as to preserve the privacy of individual consumers.

GM's General Director of Global Media & Marketing Services Heather Stewart says GM's customer experience strategy works 'on a foundation of trust and transparency, meaning responsible engagement with audiences 'in ways that make sense and can add value to their lives'. She adds: 'Leaning into more sophisticated addressable media opportunities, like the one we're announcing here with NBCU and Carat, gives us a leading edge in connecting with consumers today'.

NBCU's Chief Data Office John Lee (pictured) comments: 'The future of media is built on a foundation of first-party data and our unique, three-way partnership with General Motors and Carat's M1 platform is an important first step into that future. With this integration, GM will be the first brand to come to market combining the power and depth of their first-party automotive data with that of NBCU's first-party data on consumer media consumption... creating more powerful insights and higher-performing target audiences for activation'.

Web site: www.nbcuni.com .

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