NBCUnified
NBCUnified gives advertisers privacy-safe, deterministic access to 150M+ authenticated NBCU IDs across premium linear, streaming, and digital inventory — enabling cookieless targeting and cross-screen measurement at scale.
Last updated May 11, 2026 by ATDb automated enrichment · Connections updated May 11, 2026
- Industry
- Identity & Audience Data / Connected TV Advertising
- Business Model
- Media & Data Platform (First-Party Identity / Audience Activation)
- Target Market
- Enterprise
- Employee Count
- 10001+
- Stock Symbol
- CMCSA
- Parent Company
- NBCU One Platform
- API Available
- Limited
Premium walled-garden first-party identity platform operated by a major media conglomerate, competing with Disney Select, Warner Bros. Discovery's identity solutions, and streaming-native data platforms
NBCUnified is NBCUniversal's proprietary first-party data and identity platform, launched in Q2 2022 as a core component of NBCU's broader One Platform advertising suite. Built on a foundation of 150 million+ deterministic person-level NBCU IDs and 80 million+ household IDs, NBCUnified enables advertisers to activate, target, and measure audiences across NBCU's vast portfolio of linear TV, streaming (Peacock), digital, and theme park touchpoints in a privacy-compliant manner. The platform is structured around three primary components: NBCU ID (the identity spine powering audience recognition), Data Marketplace (enabling advertisers to leverage first- and third-party data for audience activation), and Partner Integrations (connecting NBCUnified with external data partners, DSPs, and measurement vendors). This architecture allows brands to bring their own CRM or first-party data and match it against NBCU's identity graph for precise, cookieless targeting at scale. NBCUnified represents NBCU's strategic response to the deprecation of third-party cookies and the broader industry shift toward privacy-first advertising. By anchoring identity in authenticated, first-party data collected across its owned-and-operated properties, NBCU positions NBCUnified as a premium alternative to cookie-based targeting — competing directly with similar walled-garden identity solutions from Disney, Warner Bros. Discovery, and streaming-native platforms. Its scale, premium content environment, and cross-screen reach make it a significant player in the converged TV and digital advertising landscape.
NBCU ID
The deterministic identity spine with 150M+ person-level and 80M+ household-level authenticated IDs collected across NBCU's owned-and-operated properties
Data Marketplace
A curated data environment enabling advertisers to activate first-party and third-party audience segments against NBCU inventory for precise, privacy-safe targeting
Partner Integrations
Connections with external data partners, DSPs, clean rooms, and measurement vendors to extend NBCUnified's identity capabilities into broader campaign workflows
One Platform Integration
NBCUnified lives within NBCU's One Platform, providing a unified buying and measurement experience across linear TV, Peacock streaming, and digital properties
- 2022Founded