NBCUniversal Is Using Big Data to Launch Its Audience Targeting Platform

Will supplement, not replace, Nielsen metric

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That was, in corporate terms, fast.

After 18 months of development, NBCUniversal is leveraging third- and first-party data to create what the company is calling its Audience Targeting Platform (ATP). In conceptual terms, it's not too different from what outside outfits like Simul Media and the recently acquired PrecisionDemand have done for clients; practically, though, it's got a lot more data behind it.

The third-party info isn't that different from what we've seen before in the space, but NBCU's own properties provide information no one else has seen—not including Comcast's own set-top box information (an earlier version of this story said that Comcast's set-top info would be used in this initiative; NBCUniversal tells us this not the case).

"We're using an extensive list of data suppliers," explained Linda Yaccarino, newly promoted to chairman of ad sales and client partnerships.



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