Dentsu: NBCU’s First NBCUnified Agency Partner


NEW YORK — One of the largest global marketing and advertising agency networks has agreed to become the first agency partner of NBCUnified, a “holistic first-party data and identity platform” that brings together NBCUniversal’s assets into a scaled offering for marketers within its One Platform offering.

In a first-of-its-kind integration, the partnership will enable the use of both person-level and household-level IDs from dentsu international’s M1 platform and consumer data products, as well as those of its advertisers, to directly integrate into NBCUnified’s identity platform. “With privacy in mind, this partnership allows for matches with NBCU’s database of NBCU IDs, which in its initial release will comprise 150 million person-level IDs tied to 80 million households,” NBCUniversal said.

NBCU added that dentsu clients will gain access to advanced analytics and measurement capabilities “enabled by NBCU and dentsu clean room environments.”

Launched in January, NBCUnified was created “to be fully interoperable, providing marketers a modern-day, privacy-minded solution to connect data spines ranging from agencies, third-party technology platforms, industry-wide initiatives, consortiums, and NBCUniversal’s clean rooms.”

John Lee, Chief Data Officer at NBCUniversal, commented, “Identity is increasingly becoming the new currency for the advanced television and digital video industry. With this partnership, NBCUniversal and dentsu are taking a leadership position in accelerating our joint ability to allow clients to transact on identity and first-party data across our premium offerings at a level of scale and transparency never before possible. This presents our joint clients with a path forward to move away from black-box, panel-based systems to one where our joint identity pool of over 100 million households becomes the currency.”

Today’s announcement is the third in a series of partnership news NBCUniversal has made in the run up to its developer conference, One22, scheduled for Tuesday (3/22) in New York.