• by Wayne Friedman , March 18, 2022

Adding to its media agency partnership deals around its new measurement efforts, NBCUniversal says Dentsu international will be the first agency partner for NBCUnified -- its first party-data and identity platform for all of NBCUniversal's consumer data, to be used as a “currency” for deal-making.

This means Dentsu's M1 platform -- for person-level and household-level IDs -- can match data with NBCU audiences using NBCUnified Consumer Match. Then, through NBCUnified Audiences, marketers can gain insights for custom audience-targeted advertising inventory on NBCU TV networks/platforms video and display inventory.

John Lee, chief data officer, NBCUniversal, said in a press release, the deal accelerates “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.”

The venture will allow for matches of NBCU IDs coming from 150 million person-level IDs attached to 80 million households across all its networks and platforms.

Recently NBCU struck a deal with Omnicom Media Group, as the first agency to integrate its clients data with NBCU's data in its “clean room” -- NBCU's Audience Insights Hub.

That deal enables advertisers and agencies to match their own first-party data about consumers with NBCU's proprietary data in order to calculate the reach and frequency of the viewers they are targeting.

Previously, NBCU made an investment with in-game advertising platform Anzu, where NBCUniversal's clients -- through its NBCU One Platform -- can place messaging in Anzu's cross-platform gaming inventory on mobile, PC and consoles.