NBCU Performance Insights Hub
Provides advertisers with a single, unified view of in-flight campaign delivery, audience insights, and full-funnel outcomes across NBCU's linear and streaming portfolio, powered by best-in-class third-party measurement partners.
Last updated May 11, 2026 by ATDb automated enrichment · Connections updated May 11, 2026
- Industry
- Cross-Platform Advertising Measurement & Analytics
- Business Model
- Proprietary Publisher Platform (bundled with media buying)
- Target Market
- Enterprise
- Parent Company
- NBCU One Platform
- API Available
- Limited
NBCUniversal's proprietary advertiser-facing intelligence hub, differentiating NBCU inventory through premium measurement transparency and multi-partner data integration
The NBCU Performance Insights Hub is a proprietary advertising intelligence platform announced by NBCUniversal in December 2025 ahead of CES 2026. It is designed to give advertisers and agencies a unified, real-time view of campaign performance across NBCUniversal's portfolio of linear television, streaming (Peacock), and digital properties. The platform consolidates in-flight delivery data, audience insights, and full-funnel performance metrics into a single interface, reducing the fragmentation that has historically plagued cross-platform measurement. The hub's power derives from its deep integration with six major third-party data and measurement partners: Dynata for survey-based audience research, EDO for search engagement and outcomes measurement, Kochava for mobile attribution and app analytics, LiveRamp for identity resolution and data connectivity, MarketCast for brand tracking and audience intelligence, and VideoAmp for cross-screen currency and measurement. This ecosystem approach allows advertisers to access a breadth of measurement methodologies — from attention and brand lift to lower-funnel conversions — within a single NBCU-managed environment. The platform positions NBCUniversal as a leader in the broadcaster-led measurement transparency movement, competing directly with similar publisher intelligence initiatives from Disney, Warner Bros. Discovery, and others. By offering in-flight optimization signals alongside post-campaign attribution, NBCU aims to demonstrate the full business impact of advertising on its properties and strengthen its value proposition as a premium video destination in an increasingly competitive streaming landscape.
In-Flight Campaign Delivery Dashboard
Real-time monitoring of campaign pacing, delivery, and reach across NBCU linear and streaming inventory
Audience Insights Module
Audience composition, verification, and behavioral insights powered by LiveRamp identity resolution and Dynata survey data
Full-Funnel Performance Metrics
End-to-end measurement from awareness and brand lift (MarketCast) through search engagement (EDO) to mobile attribution and conversions (Kochava)
Cross-Screen Currency Measurement
Deduplicated reach and frequency measurement across linear TV and streaming via VideoAmp integration
Brand Outcomes Tracking
Search lift, tune-in, and engagement outcomes measurement via EDO to connect ad exposure to consumer actions
- 2025Founded