NBCUnified

NBCUniversal announced NBCUnified, a first-party data and identity platform for advertisers, at CES on January 5, 2022.^1,2,3,4 It had three parts: NBCU ID, a data marketplace, and partner integrations.^1,3,4,5 The data marketplace combined NBCUniversal's own audience data with data licensed from third-party providers.^1,2,3 Partner integrations let agencies and other partners match their own data with NBCUniversal's inside its clean rooms.^1,2,3,6 In September 2022, General Motors became the first brand to integrate with NBCUnified, through its media agency Carat, matching GM's automotive customer data with NBCUniversal's media-viewing data.^6,7,8 Source 1: marketingdive.com Source 2: adexchanger.com Source 3: martech.org Source 4: adweek.com Source 5: beet.tv Source 6: tvnewscheck.com Source 7: rbr.com Source 8: marketingdive.com