What Happened
NBCUniversal is launching a new division designed to allow marketers to target audiences across its TV, digital platforms, and social media channels. Dubbed Audience Studio, the new division aims to offer brand marketers a one-stop shop for ad buying and cross-platform targeting by tying together four platform-specific ad buying products NBCU has introduced over the last few years. Audience Studio’s new data management platform will allow brands to combine their first-party data with data from NBCU and other third-party services, and use the data set to target audiences across NBCU platforms.
What Brands Need To Do
Previously marketers had to manually navigate each product to execute a multi-platform campaign. By unifying these platforms under one division, Audience Studio simplifies advertising across all channels using the same set of targeting data, making it easier for brand advertisers to plan and execute a multi-platform campaign that focuses on the people instead of the channels.
Sources: Wall Street Journal