Dentsu Joins NBCU's First-Party Identity Platform

Dentsu has signed on as the first agency partner for NBCUnified, NBCUniversal’s first-party data and identify platform. Top line 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. This presents our joint clients with a path forward to move away from black-box, panel-based systems to one where our joint identity pool of over 100 million households becomes the currency.” NBCUnified was announced in January, and incorporates NBCUniversal’s network of consumer touchpoints across its entire portfolio into a scaled data offering for marketers within its One Platform ad offering. NBCU ID currently has 150 million unique individual IDs and 80 million household IDs, drawn from NBCUniversal’s interactions with consumers. The company projects that it will exceed 200 million unique IDs by the end of 2022. “At Dentsu, we pride ourselves on being leaders in driving relevancy and knowing people better than anyone. This first of its kind partnership with NBCU delivers an innovative addressability solution in the traditional marketplace that can be activated on right away,” said Cara Lewis, chief investment officer at Dentsu Media US, in a statement. “Bringing together IDs and data from Dentsu’s M1 platform, our clients and NBCU will enable us to uncover more resonant audiences for our clients, fueling more effective media purchases that are fully transactable.” Bottom line The move comes ahead of NBCUniversal’s One22 event on March 22, which focuses on the company’s advertising technology. The event is the first in a series of NBCU’s upfront events, culminating in an in-person event at Radio City Music Hall and a Peacock-centered presentation at the NewFronts, both in May. Earlier this week, NBCUniversal announced Peacock Audience Extension, which will allow advertisers to target NBCU’s audiences across all streaming properties. On Monday, the company named Omnicom Media Group as the first media buying agency to integrate with its NBCU Audience Insights Hub, the company’s proprietary data clean room environment. NBCU’s Latest Tool Lets Advertisers Target Viewers Across Its Entire Streaming Audience

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Dentsu Named First Agency Partner for NBCU's First-Party Identity Platform

The NBCUnified partnership comes ahead of next week’s One22 event

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