• by Joe Mandese  @mp_joemandese, June 28, 2023

As part of the ongoing build-out of its "data-driven TV advertising" tech stack, NBCUniversal this morning announced a deal with Blockgraph, a "first-party" data platform jointly owned by Charter Communications, Paramount and NBCU parent Comcast.

NBCU said the deal will "enhance the use of first-party data in marketing campaigns" across its "One Platform" ad tech stack, adding that it will "drive improved outcomes for brands" by "enabling seamless data integration" between its NBCUnified consumer identity graph, advertisers and agencies and third-party audience measurement companies.

NBCU President & Chief Business Officer Krishan Bhatia said the deal will accelerate data-enabled ad buys across NBCU's ad-supported streaming services, disclosing that "60% of campaigns" already are being bought that way.