NBCUniversal Wants to Be a Technology Company Too

Ahead of the upfront, it's introducing a data clean room and proprietary identifier called the NBCU ID

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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.

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