Omnicom Media Group to integrate with NBCUniversal’s data privacy tech

NBCUniversal has announced that Omnicom Media Group will integrate with NBCU’s Audience Insights Hub, their proprietary data clean-room environment.

This includes Peacock, NBCU’s streaming service which launched in the US in the Spring of 2020 and in the UK and Ireland through Sky in the autumn of 2021.

The Audience Insights Hub de-identifies audience data, and in Omnicom Media Group’s partnering with NBCU, Omnicom will be able to run permissioned measurement queries across NBCU’s datasets without exposing any personal data.

In doing so, Omnicom will be able to provide aggregate data insights to its clients to help them better understand how digital audiences and ad buyers overlap without exposing any personally identifiable information.

The Audience Insights Hub also provides access to data on linear television as well as digital.

The integration will allow Omnicom Media Group’s clients the capability to better design ad campaigns on NBCU’s digital platforms.

This includes Peacock, NBCU’s streaming service which launched in the US in the spring of 2020 and in the UK and Ireland through Sky in the autumn of 2021. The service includes a bevy of first- and third-party content, as well as sports and news programming.

The move is a key step for both companies in providing more interoperable data to advertisers without risking individuals’ privacy. NBCU’s senior vice-president of agency partnerships Michael Alvarez stated that in this partnership, they’re “ushering in a new era of data interoperability […] and we’re excited about the opportunity it presents for OMG.”