On Thursday night, Linda Yaccarino, president of advertising sales of NBCUniversal, in speaking at the NBCU Cable Entertainment upfront presentation, said NBC’s Audience Targeting Platform will now get anonymous set-top box data from Comcast’s 20+ million cable subscribers.
NBCU launched Audience Targeting Platform in January, initially to be driven by third-party data sources -- from Acxiom and Experian -- with set-top box viewing data.
But not from Comcast’s set-top box subscribers. Many TV providers want to keep set-top data proprietary; almost all TV providers also say they worry about releasing data in an effort to protect viewers’ privacy.
This past January, NBC said its ATP would include some of NBC premium TV inventory -- about 30% would through the ATP system and offered to clients. ATP recommends TV commercial inventory allocation to TV marketers.
In 2014, Comcast did a somewhat similar move with NBCUniversal for another product. Then ‘NBCU+ Powered by Comcast’ was launched -- a platform that allows marketers to match their own consumer data, and third-party consumer data, with anonymized Comcast 20 million plus set-top-box subscriber data.
All this is to help marketers optimize national TV campaigns across the NBCUniversal networks on linear television and target them at the household level on video on demand inventory.
Comcast recently abandoned its deal to acquire the second-largest cable company, Time Warner, due to increased Federal agency scrutiny.