NBCUniversal has been working to bundle its more and more splintered stock to make the media shopping for course of extra actionable throughout screens.

For a corporation like NBCU, meaning yearslong product builds that meld collectively digital and linear as viewership shifts beneath its ft. Two years in the past, the media big introduced One Platform, its full and unified advert tech stack that helps viewers shopping for, marketing campaign activation and measurement.

On Tuesday, at an occasion dubbed ONE22, the media big shared its second replace on the platform’s developments for its purchasers.

This yr, identification is much more on the forefront, since Nielsen misplaced its MRC accreditation after ONE21 final yr.

“Identification would be the new foreign money,” stated NBCU’s chief information officer, John Lee. To make it so, One Platform can be supporting three progress areas this yr: first-party information, automation and measurement.

First-party information plans

Cross-platform activation and measurement remains to be an industry-wide hurdle. As a media big and programmer, NBCUniversal’s ID graph has a slew of proprietary, deterministic first-party information. It places the media firm in place to “lead on identification,” Lee stated on Tuesday.

NBCU launched NBCUnified in January, its first-party information platform that at the moment consists of discrete NBCU IDs for 150 million people and 80 million households.

Two extra additions to this product will assist advertisers goal audiences extra carefully and effectively.

With the NBCUnified Audiences product, advertisers can append “off-the-shelf segments,” together with engagement and buy and intent metrics, to first-party NBCU IDs for simpler concentrating on, Lee stated. Advertisers also can onboard their very own first-party information to the NBCUnified Client Match product, which the device matches with NBCU IDs to extend attain throughout NBCU’s footprint.

For instance, Dentsu, the primary company to combine with NBCUnified, will have the ability to match its proprietary information from its M1 platform with NBCU IDs, augmenting the converged viewers view for Dentsu prospects.

Marrying the 2 information units collectively permits Dentsu to “make actual matches on a one-to-one stage,” Chief Funding Officer Cara Lewis informed AdExchanger. And it hits the same old marks: “It’s a completely scalable, end-to-end resolution that not solely builds and matches audiences however transacts [against] them,” she stated.

“Absolutely scalable” in NBCU phrases means its ID graph is anticipated to incorporate 200 million particular person NBCU IDs by the tip of this yr, along with 100 million households by 2023.

Programmatic TV

NBCU is opening up increasingly of its stock programmatically.

“NBCU is changing increasingly of its linear stock into digital, addressable and biddable provide,” stated Ryan McConville, EVP of advert platforms and operations.

However in TV land, programmatic shopping for nonetheless has its handbook parts, beginning with the RFP course of. NBCU is constructing a extra automated workflow by leaning into partnerships with Mediaocean and Salesforce.

Mediaocean is popping its advert platform, Prisma, omnichannel. The ultimate rollout will “incorporate linear TV and digital video into one converged workflow, which is able to assist cross-platform offers,” stated Mediaocean’s chief product officer, Anupam Gupta.

Enter Salesforce, with NBCU APIs housed in its Media Cloud product. Collectively, the trio makes up an “completely new automation layer between writer and company order administration,” McConville stated.

Right here’s what that appears like: Beginning this yr, when consumers submit RFPs via Prisma, Salesforce synchronization takes place via Media Cloud. The RFP strikes into One Platform’s proposal pipeline. With a centralized workflow, advertisers can optimize effectivity all through the marketing campaign lifespan.

“Simply think about saving 20% of your time,” McConville stated, which is the concept behind automating the bridges between companies and publishers, from disparate order administration programs to even emails and cellphone calls.

Programmatic Peacock

NBCU rolled out programmatic assured on Peacock final quarter with The Commerce Desk and DV360, two of its authentic DSP companions. Amobee, Beeswax (now owned by NBCU mum or dad firm Comcast) and Xandr additionally joined the record.

Beginning in Q2, NBC can even provide personal market shopping for in Q2 for Peacock, together with its linear channels and premium stay occasions, McConville stated.

McConville additionally introduced a brand new product addition coming to streaming: Peacock Viewers Extension, or Peacock AX. The mixed streaming footprint consists of NBCU’s different streaming channels, together with NBC Sports activities and Bravo, which cowl 182 million adults. The group can be provided to advertisers “on a single plan at a single worth,” McConville stated.

New streaming optimization merchandise additionally embody the Harmonizer and Sequential Storytelling, each of which use contextual indicators to personalize advert artistic.

Alternate currencies

Don’t neglect about alternate currencies: As of 2022, advertisers can activate cross-platform campaigns utilizing iSpot viewership information.

NBCU advertisers can activate towards iSpot’s viewers information as foreign money on this yr’s Upfront, making it NBCU’s “new default measurement customary,” stated EVP of Measurement and Influence Kelly Abcarian.

“The foreign money that our {industry} makes use of right now – and has been utilizing for many years – will utterly disappear by 2024,” Abcarian stated. (No offense, Nielsen.)

NBCU began its alternate measurement chapter with an RFP final yr that garnered proposals from over 120 firms. NBCU compiled a “Look E-book” on how the highest rivals sq. up in six totally different classes, however based on Abcarian, the corporate’s new Licensed Measurement Companions program will begin off with a deal with simply two: viewers measurement and viewers verification.

iSpot turned NBC’s first Licensed Measurement Companion in January. On Tuesday, Abcarian introduced the certification of eight new companions.

NBCU licensed Comscore for native TV measurement and Conviva for streaming and digital measurement.

NBCU additionally added a handful of firms that contribute measurement’s “core components” of advert and/or viewers verification, together with FreeWheel, Innovid, IAS and DoubleVerify.

The way forward for TV measurement can be multicurrency, Abcarian predicted.

“No single participant can deliver collectively the complete image of measurement the {industry} is seeking to transact towards,” she informed AdExchanger. At present, “there’s no single foreign money on which to transact [across channels], so I might say the world of a number of currencies is already right here.”