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NBCUniversal Expands Its ID Graph for Ad Targeting

No topic inspires as much discussion as cookieless advertising.  NBCUniversal added to the chatter with news about its One Platform, which includes a proprietary ID graph of 150 million individuals.  The latest developments let advertisers append external data to the NBCU ID.  Other news includes a partnership with Salesforce and Mediaocean to automate programmatic TV buying workflows, use of contextual signals to personalize ad creative, and certification of new measurement partners that are not Nielsen.

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Non-CDP RudderStack Announces Iterable Integration

March 24, 2022

Data movement platform RudderStack has announced an integration to easily move data in and out of cross-channel marketing platform Iterable.  Rudderstack calls itself a “warehouse-first, CDP built for developers”, although it doesn’t meet the CDP Institute definition because it doesn’t maintain customer profiles.  It does provide one of the tools that companies can combine to mimic CDP functionality.

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US Requests Breakup of Google

April 22, 2025

The U.S. Department of Justice has formally requested the sale of the Chrome browser among other measures following last August’s guilty verdict in its search advertising antitrust suit (not to be confused with last week’s guilty verdict in the adtech antitrust lawsuit). Google is asking for a much narrower focus on deals to be the default search engine for Apple, Mozilla and others. There will be a three-week hearing on the government’s proposals.

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