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NBCU taps Omnicom as first partner to integrate into proprietary data clean room


By Kendra Clark | Senior Reporter

March 14, 2022 | 4 min read

NBCUniversal (NBCU) today announced that Omnicom Media Group (OMG) will become the first agency to integrate with the media titan’s proprietary data clean room, NBCU Audience Insights Hub.

NBCU building

NBCU has selected OMG as its first agency partner to be granted access to its data clean room / Adobe Stock

Via the new partnership, OMG will have access to NBCU’s various first-party datasets and will be able to glean valuable insights by running measurement queries that survey all of this data – all from within Omni, the holding company’s open marketing operating system.

Per today’s announcement, Omni itself has “more privacy-compliant datasets than any competitive data offering”. By bringing together Omni and NBCU Audience Insights Hub, OMG will gain expanded access to valuable data insights that can be leveraged to improve marketing strategies for clients across the company’s suite of agencies.

Plus, the new integration enables OMG to access NBCU’s certified reach measurement models. Through these models, OMG partners and clients will be able to manage their own reach and frequency analyses, gauge the impact of specific marketing efforts and improve campaign performance.

The announcement comes at a pivotal moment in the industry as agencies, brands and publishers prepare for the demise of the third-party cookie and are increasingly investing in first-party data solutions that can deliver the marketing effectiveness they expect in a new privacy-centric way.

“We’re committed to building an open marketplace and ushering in a new era of data interoperability and partnership across the industry," Ryan McConville, NBCUniversal's executive vice-president of advertising platforms and operations, tells The Drum. "The Audience Insights Hub enables OMG to utilize NBCU data to run their own measurement functions including campaign reach and frequency analysis for media measurement and planning. It’s win-win for both OMG and their clients."

The sentiment is echoed by OMG’s chief investment officer Geoffrey Calabrese, who believes that the new partnership will expand the capabilities of both OMG’s Omni and NBCU Audience Insights Hub. “This agreement exponentially enhances the individual capabilities of two best-in-class, industry-leading data solutions that ultimately deliver industry-first cross-platform capabilities for our clients,” he said in a statement.

The announcement comes just a week ahead of NBCU’s developer conference, One22. With both live and virtual events held on March 22, the media and entertainment giant will spotlight the technology at the heart of One Platform, its unified, cross-platform offering.

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