NBCUniversal Launches First-Party Targeting Tool
Walled gardens don’t need to struggle with audience measurement because they already know who sees what. NBCUniversal is taking advantage of that omniscience by launching NBCUnified, which integrates first-party data on 150 million individuals and 80 million households collected through movies, video, ecommerce, subscriptions, theme parks, and heaven knows what else. The data is enhanced with third party information and made available for ad targeting.