As cookies go away, marketers are addressing first-party data imperatives more concretely.
In partnership with multiple data sources in a privacy-conscious way, companies like General Motors are still rethinking their outreach strategies.
The company owns and operates a network of news and entertainment stations, a movie company, television production companies, a leading television station group, theme parks, and an ad-supported streaming service.
NBCU’s first-party data includes over 200 MILLION consumers & 80 million households.
Here is what the article states –
“Along with combining GM’s consumer automotive data with NBCU’s media consumption data, the deal is built with privacy in mind. The partnership allows GM to activate against high-performing audiences with a clean room environment powered by M1, Carat’s proprietary data and identity platform. Clean rooms are increasingly becoming part of advertisers’ data-sharing solutions. Similarly, Omnicom Media Group in March became the first agency to integrate with NBCU’s own clean room, the Audience Insight Hub.
Launched at the beginning of the year, NBCUnified lives within NBCU’s One Platform and is comprised of NBCU ID, a data marketplace and partner integrations. Carat parent Dentsu International in March become the first agency partner of NBCUnified, and the latest deal is a fruit of that deal.”
Read the full story here.
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