What’s new for 2024
Learn more about how we’re scaling and expanding our One Platform capabilities across each of our three pillars.
Audiences
High-performing, scaled audiences start with data, and core to One Platform is our enterprise data and identity platform
that?unifies the vast first-party consumer data sets from across NBCU
?to enable best-in-class targeted and personalized consumer experiences. It’s how we know who our consumers are, what they want, and how to best serve them, and it supercharges the first step of your One Platform campaigns: identifying your target audiences. With our identity graph that houses more than 200 million individuals 18+, more than 90 million households, and more than 3,000 behavioral attributes, we can help you
build your strategic audiences with higher fidelity and more precision than ever before
.
This year, we’ll continue to enable
data collaboration with partners across the industry to make it easier for you to leverage your first-party audiences
, from segmentation to onboarding to activation to measurement. This will include new integrations with retail media networks, consumer data platforms, programmatic channels, measurement partners, and more.
We’re also introducing
generative AI-powered audiences
. Built using emerging capabilities such as computer vision, large language models, and deep learning, these
highly predictive custom audiences center on the complex connections between our premium content, our consumer audiences, your performance outcomes, and the unique emotional responses
our consumers experience with our content?
unlocking a new level of performance
across our audience-based offerings.
Activation
Once you’ve established your audience, the next step is to?
activate your campaign
. We offer three key data-driven activation paths:
- Streaming
? Dynamic, one-to-one?addressable delivery to?your target audience?through the best in?streaming?including?Peacock?across CTV,?desktop, and mobile
- Data-driven linear
? Enhanced one-to-many?delivery to your target?audience at scale?through the broad?reach of national linear?TV
- Cross-platform
? Your target?optimized across linear?& streaming?plan once,?activate everywhere!
You can
buy direct from us
, and we’ll find and deliver your high-value strategic audiences wherever they are, with target delivery guaranteed. Or,
if you prefer self-service, you can activate your own buys
?across our linear networks through our proprietary linear APIs and across our streaming portfolio through private marketplace (PMP) and programmatic guaranteed (PG) deals enabled thanks to our integrations with FreeWheel’s Programmatic Module and a
variety of DSPs
(19 of them and counting!).
Earlier this year,
we announced
the
full scale launch of our cross-platform solution, One Platform Total Audience
. Coming later this year,
VideoAmp
will be available as a viewership currency for Total Audience buys.
In addition, we’re continuing to open up programmatic access to our premium streaming content, including?for the first time ever?
PMP access to the 2024 Olympic and Paralympic Games
. We’re also future-proofing our programmatic infrastructure by adopting
industry ID solutions
with high-quality signals that unlock more scale, better addressability, and greater reach across NBCU’s user-authenticated streaming inventory. We adopted Unified ID 2.0 (UID2) last year, and this year, we’re adopting
LiveRamp’s RampID
and
Google’s PAIR
solutions.
Measurement
Whatever your objectives,
we have the measurement to prove the return on your NBCU investment
. Our end-to-end suite of sell-side solutions includes
pre-flight creative testing, in-flight delivery and reach & frequency reporting, real-time outcomes
for qualifying streaming campaigns, and
post-campaign outcomes
from upper funnel reach and brand lift to lower-funnel conversion.
We also
enable buy-side measurement
through
pre-approved third-party pixels
and through measurement partners integrated with One Platform for data collaboration.
New this year, we’re introducing
One Platform Total Measurement
, an evolved, audience-driven sell-side measurement framework that will provide you with an
integrated view of your strategic audience campaigns
. Thanks to always-on data feeds through
expanded partnerships with VideoAmp, Dynata, EDO, Kochava, iSpot, Innovid, and LiveRamp
, we’re building One Platform Total Measurement with automation at its core to provide you holistic results throughout the life cycle of your audience-based campaigns.