NBCUniversal Creates Cookie-Free, First-Party Identity Platform for Marketers

Called NBCUnified, it draws on the company’s access to 150 million unique individual IDs

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As marketers are looking to navigate a world without cookies and device IDs, NBCUniversal is creating a first-party roadmap for them.

The company is rolling out NBCUnified, its new first-party consumer data and identity platform for marketers. The platform, due to debut in Q2, incorporates NBCUniversal’s network of consumer touchpoints across its entire portfolio into a scaled data offering for marketers within its One Platform ad offering.

“Advertisers will have a scaled audience that they can match to, and deliver, activate and measure against, that is cookie-free,” said John Lee, chief data officer, NBCUniversal advertising and partnerships.

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