NBCUniversal Partners With Ad-Id

Today, NBCUniversal announced Ad-ID as its new standard for advertisers across One Platform, what it calls “a first-of-its-kind partnership that brings a pristine viewing environment to consumers on every screen and offers marketers the highest-quality, most efficient and effective advertising solution. From quality control to frequency capping, Ad-ID simplifies and streamlines the ad delivery process while vastly improving the consumer experience.”

As the first major media company to adopt Ad-ID, both NBCUniversal and its partners can access the metadata housed within the Ad-ID platform and leverage canonical data about each ad to fuel optimized placement and a drive a higher-quality advertiser experience. NBCUniversal’s partnership with Ad-ID also encompasses collaboration on Ad-ID’s technology roadmap, including enhancements to Ad-ID’s solution for audience and contextual targeting. The new agreement expands upon the companies’ current work across Peacock, bringing the partnership to all of One Platform.

Ad-ID’s support for the AVOD streamer’s ad environment laid the groundwork for this new agreement, delivering on NBCUniversal’s promise to bring the best of Peacock to its complete ecosystem of consumer endpoints. Beginning with the Tokyo Olympics, NBCUniversal said it is “putting a stamp on its commitment to uphold a flawless advertising experience across all the can’t-miss moments audiences around the country — and the world — crave.”

Krishan Bhatia, president-chief business officer, NBCUniversal Advertising & Partnerships, said: “At NBCUniversal, we are investing in data, technology and partnerships that create the best possible viewing experience for our audiences, and the best advertising experience for marketers — but we can’t set a new standard for the entire media and marketing ecosystem alone. Ad-ID’s impact can and will be vast, and we are thrilled to be the first media company to sign on to this critical initiative.

“As we demonstrated at ONE21, industry partnerships will accelerate the future of advertising,” Bhatia added. “We are calling upon everyone—programmers, platforms, technology providers, agencies, and brands — to join us in changing the viewing experience for the better. Together with Ad-ID, we can drive that change beyond our own walls and fuel innovation and transformation across our industry.”

“Ad-ID is extraordinarily proud of this historic partnership with NBCU,” said Bob Liodice, CEO of the ANA. “We are delighted to acknowledge the progressive approach and imagination of NBCU and their commitment to address the enormous opportunities afforded the industry by the very simple act by all marketers and agencies — to use Ad-ID for every video and audio advertising asset. We look forward to evolving the industry with our NBCU friends and partners.”

“We have a tremendous opportunity to collectively solve an ongoing industry issue: the need for frequency capping to address excessive ad repetition that’s a nuisance for the consumer,” said Marla Kaplowitz, president and CEO of the 4A’s. “Ad-ID and its ubiquitous application across all channels and platforms as the data standard is critical to delivering the optimal consumer experience — especially with the continued proliferation of streaming ad supported video. With Ad-ID as a solution for this issue, we need more companies like NBCU to help lead the way to ensure the future of a healthy advertising ecosystem.”

Through this expanded partnership, NBCUniversal will set Ad-ID as the standard for marketers advertising across One Platform, offering them opportunities for enhanced:

• Frequency capping capabilities
• Competitive separation
• Detailed post-campaign delivery reporting with even more insights into campaign and creative performance
• Ad decisioning and more effective placements
• Storage deduplication
• Quality and collision control
• And more

The first media company to form such a partnership with Ad-ID, NBCUniversal said it will play a critical role in the initiative’s growth and development, including joining the Ad-ID Client Council. While consumers and marketers alike have adopted an all-screen mindset, legacy systems have historically kept the advertising experience stuck in the past.

As the leading media and technology company, Comcast NBCUniversal has led the industry with the creation of One Platform to offer partners a unified, data-enabled, automated and interoperable platform that reflects the future audiences have already established, empowering marketers to tap into all audiences while simplifying and streamlining the media buying process at every step. NBCUniversal’s partnership with Ad-ID continues the company’s mission to create bridges across the media and advertising ecosystem and push forward industry standardization as well as improved systems and results for both consumers and marketers alike.