Dentsu has signed on as the first agency partner for NBCUnified, NBCUniversal’s first-party data and identify platform.
The integration will bring Dentsu’s person-level and household-level IDs to NBCUnified, allowing Dentsu’s data to match with NBCUniversal’s IDs.
Between the lines
“Identity is increasingly becoming the new currency for the advanced television and digital video industry,” said John Lee, chief data officer, NBCUniversal, in a statement. “With this partnership, NBCUniversal and Dentsu are taking a leadership position in accelerating our joint ability to allow clients to transact on identity and first-party data across our premium offerings at a level of scale and transparency never before possible.