AdExchanger: NBCUniversal Flexes Programmatic Peacock And NBCU Identifier At ONE21 Showcase
VideoAmp is selected as NBCUniversal’s measurement partner to integrate with their newly announced audience insights hub. As NBCU readies itself for a post-cookie world the hub will help to further enhance the advanced audiences advertisers are looking to reach.
At its NBCUniversal’s ONE21 event, they mapped out a plan to bolster One Platform — launched last year to let advertisers buy, measure and optimize their campaigns across NBCU’s linear and digital assets — that includes investments in advanced advertising technology, data and identity and commerce.
NBCU will also launch its Audience Insights Hub later this year, a proprietary data clean room so marketers can bring their own data to One Platform and find audiences across NBCU’s channels and properties.
This cloud-based hub will house first-party audience and ad data. Advertisers and ad buying partners can use it to power audience forecasting, reach and frequency measurement, and the ability to measure performance across platforms.
“After a campaign is over, we can bring audience exposure data back into the clean room, partners can run an overlap analysis and measure and compare raw conversion data to exposure data,” McConville said. “The idea is that you’ll be able to do these overlaps and be able to send that information to an activation end point.”
McConville believes these integrations will be done by ad servers and even DSPs. Cloud computing platform Snowflake will create the initial clean room framework while VideoAmp will be the first measurement partner to integrate.