NBCU Audience Insights Hub

NBCUniversal introduced the NBCU Audience Insights Hub, a data clean room for advertisers built on Snowflake, in 2021.^1,2,3,4 Advertisers and agencies could match their own first-party data against NBCUniversal's audience data and run permissioned queries without exposing personal information.^1,2,4,5,6 On March 14, 2022, NBCUniversal named Omnicom Media Group the first agency to connect to the hub, through Omnicom's Omni marketing platform.^5,6,7 The deal gave Omnicom access to NBCUniversal's certified reach measurement models, so its clients could run their own reach and frequency analysis for media planning and measurement.^5,6,7 Source 1: mediapost.com Source 2: videonuze.com Source 3: marketingweek.com Source 4: adexchanger.com Source 5: tvnewscheck.com Source 6: marketingdive.com Source 7: thedrum.com