NBCUniversal says General Motors will become its first client partner for its NBCUnified identity platform.

GM and its media agency Carat will use NBC's consumer data which tracks through all its movies, entertainment, news, sports, ecommerce, subscriptions, and theme parks businesses.

The deal allows for integration of GM’s data on its consumer automotive profiles, overlapping them with NBCUnified’s first-party data on consumer media consumption preferences.

NBCUnified launched in January of this year, consisting of data from over 200 million consumers and 80 million households.

It was created with privacy controls for that data in mind in an effort to unlock new insights.

NBCUnified operates within NBCU’s One Platform, a cross-media platform media-buying system.

For NBCUnified, the media company will have its own proprietary “clean” rooms -- places that marketers, brands and media execs can match their first-party data safety without actually sharing raw data.

Earlier this year, in speaking with Television News Daily, John Lee, chief data officer of NBCUniversal. says marketers can match their data with “hundreds” of consumer behavior attributes all from NBCU’s entertainment, news, commerce and sports content. “It will become thousands over time.”