NORTHVILLE, MICH. — General Motors is on track to become the first brand to integrate with NBCUnified, NBCUniversal‘s first-party data and identity platform that unites the Comcast unit’s network of consumer touchpoints into a scaled offering for marketers within One Platform.
GM’s integration with NBCUnified is made possible through its media agency partner Carat, and leverages the agency network’s leading partnership with NBCUnified that launched earlier this year.
The integration with NBCUnified will bring together GM’s data on its consumer automotive profiles and overlap them with NBCUnified’s first-party data on consumer media consumption preferences. “Created with privacy in mind, this partnership is specifically designed to unlock new insights and allow for seamless activation against high-performing audiences within a clean room environment powered by M1, Carat’s agency network’s proprietary data and identity platform,” NBCU says.
GM General Director of Global Media & Marketing Services Heather Stewart comments, “At GM we seek to deliver world-class customer experiences at every touchpoint and to do so on a foundation of trust and transparency. As marketers, that means responsibly engaging with audiences in ways that make sense and can add value to their lives. Leaning into more sophisticated addressable media opportunities, like the one we’re announcing here with NBCU and Carat, gives us a leading-edge in connecting with consumers today.”
Phil Rzepka, EVP and Head of Media for GM at Carat US. adds, “As we continue to forge new addressability solutions, we’re proud GM is the first in integrating the NBCUnified offering with our industry-leading identity solution. GM’s leadership allows us to activate on this previously untapped opportunity to fuel media efficiency in a privacy-safe way. Together, we are reaching highly customized audiences across NBCU’s diversified channels with GM’s brilliant brand marketing to deliver incredible outcomes.”
Launched in January, NBCUnified builds on NBCUniversal’s advanced advertising products, including AdSmart for data-driven cross-screen audience activation.
“NBCUnified is intended to be a fully interoperable platform, 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 own clean rooms,” NBCU says.
