NBCU Picks Omni As First Agency Data Platform To Integrate with Audience Insights Hub

NBCUniversal today announced that Omnicom Media Group will be the first agency to integrate with the NBCU Audience Insights Hub, the company’s proprietary data clean room environment that unlocks data interoperability between NBCUniversal and its partners.

By integrating with the Audience Insights Hub, OMG will be able to run permissioned measurement queries across NBCUniversal’s first-party data and data sets from within Omni — Omnicom’s open marketing operating system — without exposing any underlying personally identifiable information.

Omnicom says Omni has “more privacy-compliant datasets than any competitive data offering; and a suite of proprietary applications that can integrate with clients’ first-party data and technology to deliver an unprecedented level of marketing orchestration.”

“This partnership will give OMG and its client the ability to leverage the power of our combined data assets to better measure their campaigns,” said Michael Alvarez, NBCU senior vice president, agency partnerships. “We’re ushering in a new era of data interoperability with the Audience Insights Hub.”

The collaboration will allow OMG to incorporate certified reach measurement models, which will enable its clients and partners to conduct their own reach and frequency analysis for more efficient media planning and measurement.

“This agreement exponentially enhances the individual capabilities of two best-in-class, industry-leading data solutions which ultimately deliver industry-first cross-platform capabilities for our clients,” said Geoffrey Calabrese, Omnicom chief investment officer.

Today’s announcement comes as NBCUniversal prepares to host its developer conference, One22, on March 22, where the company will further showcase its capabilities and partnerships across data, technology, and measurement.