NBCUniversal Wants to Be a Technology Company Too

NBCUniversal traces its roots back to the very beginning of television, when then-parent company Radio Corporation of America used it as a tool to promote consumer electronics to the masses. Now, more than 80 years later, viewers are scattered across an expanding media landscape and media companies are embracing technology to keep pace. As networks expand their distribution footprint and quickly move into streaming while investing more in addressable advertising, the days of simply buying primetime programs to reach millions of Americans are quickly fading. To tackle this, last year NBCU introduced One Platform as a single place to sell its cross-screen inventory—helping the network present an array of linear and digital offerings to buyers. During its One21 showcase today, the media giant announced a suite of new ad-tech solutions, including a proprietary identifier and a data clean room—moves that increasingly make NBCU look like a technology company that recognizes the power of first-party data and automation for buyers. NBCU Expands Addressable Offerings Through Charter Partnership 'Turbocharge our tech capabilities' To build viable tech offerings, media owners are investing in robust first-party data capabilities. These are built on top of log-in information gathered from direct-to-consumer products, including from new streaming services like NBCU’s Peacock. Ryan McConville, evp of ad platforms at NBCU, said the network sees itself as "one of the only true blends of media and technology." “We're able to use that new [direct-to-consumer] model, and the data that comes with that model, to really turbocharge our technology capabilities to offer more advanced advertising, targeting, measurement, automation, that I think folks have historically associated with .. technology companies,” McConville told Adweek prior to the One21 event. As the backbone of its digital offerings, NBCU is introducing a data clean room and proprietary identifier, called the NBCU ID, that would allow marketers to more easily track consumers across the network’s vast portfolio in a privacy-safe way. The NBCU ID connects first-party data across apps like Peacock, Vudu and Fandango; amusement parks and ecommerce; and a portion of linear TV viewership made available through NBCU’s AdSmart technology. This audience data is then taken to NBCU’s new clean room, called the Audience Insights Hub, where it’s blindly matched with data from marketers. As privacy concerns increase within the ad industry, McConville said many trends “aren't going to work anymore," including freely sharing IP addresses or device IDs for targeting purposes, or letting marketers and tech companies easily place tracking pixels on a publisher’s site. Programmatic ads are coming to Peacock These targeting efforts will also support the expansion of programmatic advertising into Peacock, NBCU’s ad-supported streaming service introduced last July. Users of NBCU’s One Platform will now be able to extend their plans to Peacock, and NBCU will soon make that inventory available programmatically. However, McConville said NBCU wants to be “very careful” about opening up the programmatic pipes on Peacock, a common approach among networks moving into streaming. For now, the company wants to maintain control of their inventory and not grapple with the same problems faced by digital publishers who rely on programmatic advertising. “We're going to move in the programmatic direction, but step there carefully to make sure that it maintains that high quality for the end user,” said McConville. FreeWheel, a supply-side platform, is also introducing a certified partner program that will create a programmatic marketplace of trusted buyers and sellers. NBCU is one of the launch partners. Both companies are owned by Comcast. Ecommerce and The Trade Desk NBCU is also expanding its relationship with The Trade Desk, the largest independent demand-side platform (DSP). The move opens up more access to real-time ads across CNBC International and additional sports inventory. The Trade Desk will also be the first DSP to sell NBCU’s shoppable ads programmatically, one of several ecommerce initiatives the company is taking. In addition, the network now has an ecommerce partnership with Instagram, and is bringing shoppable ads to NBC-owned TV stations. This inventory will be available within its One Platform. Ecommerce is also coming to Peacock, where viewers will soon see shoppable TV spots or interactive ads within Peacock’s Explore tab. Peacock Leans Into Comedy, Reality in Expanded Originals Slate Following Covid Delays