General Motors (GM) will become the first brand to integrate with NBCUnified – NBCUniversal’s first-party data and identity platform. The integration will bring together GM’s data on its consumer automotive profiles and overlap them with NBCUnified’s first-party data on consumer media consumption preferences.
The companies say the partnership is designed to “unlock new insights and allow for seamless activation against high-performing audiences within a clean room environment” which will be powered by M1, Carat agency’s proprietary data and identity platform.
NBCUnified launched in January of this year, and is intended to be a fully interoperable platform, enabling marketers to connects data spines –from agencies, third-party technology platforms, industry-wide initiatives, consortiums – in privacy-secure way.
Heather Stewart, General Director, Global Media and Marketing Services, GM, said: “At GM we seek to deliver world-class customer experiences at every touchpoint and to do so on a foundation of trust and transparency. As marketers, that means responsibly engaging with audiences in ways that make sense and can add value to their lives. Leaning into more sophisticated addressable media opportunities, like the one we’re announcing here with NBCU and Carat, gives us a leading-edge in connecting with consumers today.”
John Lee, Chief Data Officer, NBCUniversal, commented: “The future of media is built on a foundation of first-party data, and our unique, three-way partnership with General Motors and Carat’s M1 platform is an important first step into that future.
With this integration, GM will be the first brand to come to market combining the power and depth of their first-party automotive data with that of NBCU’s first-party data on consumer media consumption that comprises over 200 million consumers and 80 million households, creating more powerful insights and higher performing target audiences for activation.”