NBCUniversal Becomes First Major Media Company to Adopt Ad-ID

The partnership builds on the current agreement with streaming service Peacock

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NBCUniversal has teamed up with Ad-ID to debut a new standard for advertisers across its One Platform offering.

Now the company and its partners can access the metadata house from the Ad-ID platform to leverage data about each ad in order to optimize placement and drive higher-quality experiences.

The agreement follows the existing deal with Peacock, bringing the partnership across all of One Platform, beginning with the Tokyo Olympics this week.

“At NBCUniversal, we are investing in data, technology and partnerships that create the best possible viewing experience for our audiences … Ad-ID’s impact can and will be vast, and we are thrilled to be the first media company to sign on to this critical initiative,” Krishan Bhatia, president and chief business officer, NBCUniversal advertising and partnerships, said in a statement.



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