Dentsu to Become NBCUniversal’s First Agency Partner for NBCUnified, Tapping Into First-party Data & Identity Platform for Integration and Activation

“At dentsu, we pride ourselves on being leaders in driving relevancy and knowing people better than anyone. This first of its kind partnership with NBCU delivers an innovative addressability solution in the traditional marketplace that can be activated on right away. Bringing together IDs and data from dentsu’s M1 platform, our clients, and NBCU will enable us to uncover more resonant audiences for our clients, fueling more effective media purchases that are fully transactable.”
-Cara Lewis, Chief Investment Officer at dentsu Media US

“Identity is increasingly becoming the new currency for the advanced television and digital video industry. With this partnership, NBCUniversal and dentsu are taking a leadership position in accelerating our joint ability to allow clients to transact on identity and first-party data across our premium offerings at a level of scale and transparency never before possible. This presents our joint clients with a path forward to move away from black-box, panel-based systems to one where our joint identity pool of over 100 million households becomes the currency.”
-John Lee, Chief Data Officer, NBCUniversal