NBCUniversal and Blockgraph Partner to Optimize First-Party Data Activation

The collaboration looks to bring efficiency, fidelity and safety to the ever-changing TV landscape

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NBCUniversal and Blockgraph are looking to bring more efficiency and capabilities to the TV advertising landscape.

Today, NBCU and the privacy-focused tech and data company announced a new partnership to optimize first-party data activation for the media and entertainment industry. The collaboration looks to enhance the use of first-party data in marketing campaigns across One Platform, driving improved outcomes for brands and marketers.

Through data integration with NBCUnified, the partnership will allow advertisers, agencies and measurement companies to use first-party data more efficiently and effectively for planning, targeting and measurement.

Krishan Bhatia, president and chief business officer at NBCUniversal, told Adweek the collaboration is a “continuation and a doubling down of NBCUniversal’s strategy to invest in first-party identity and data,” which the company sees as the future of television advertising.

“This latest chapter and our partnership with Blockgraph is to scale the way that we resolve identities based...



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