NBCUniversal Unveils First-Party Advertising Identity Platform
BY ALEX WEPRIN | HollywoodReporter.Com Troy Warren for CNT #Technology NBCUnified will let advertisers track and monitor consumer relationships without cookies or device IDs. NBCUniversal is hoping to seize what it sees as whitespace in the streaming and advanced TV advertising market, launching a first-party identity platform called NBCUnified, meant to allow advertisers to track and monitor consumer relationships without the need for cookies or device IDs. The company unveiled the new advertising ID product at the 2022 Consumer Electronics Show. NBCUnified combines data from the company’s touchpoints, including streaming viewership, newsletter subscriptions, theme park visits and ecommerce purchases to create some 150 million…