CANNES – As advertisers seek to win over their most likely customers, they increasingly rely on a variety of data sources to optimize their media spending. NBCUniversal, a unit of Comcast, has developed advanced capabilities to help advertisers reach people by audience segments.
“We are doubling down on strategic audiences because we truly believe the future of advertising is in audiences,” Maggie Zhang, senior vice president of strategy and operations, data, measurement and insights at NBCUniversal, said in this interview with Beet.TV contributor Jon Watts at the Cannes Lions International Festival of Creativity.
“For strategic audiences, we really mean the definition of an audience beyond traditional age and gender,” Zhang said, referring to how television audiences have been measured for decades. “NBCUniversal has been creating our first-party identity and data platform, NBCUnified. Now we’re able to reach over 200 million unique IDs and over 90 million households.”
Gen AI Audiences
During its upfront sales presentation and its One24 technology conference, NBCUniversal …