LAS VEGAS – NBCUniversal this month launched One Platform Total Audience, a media planning and activation technology that uses artificial intelligence. It also plans to transact 50% of its business this year on strategic audiences to help brands reach viewers wherever they consume content.

The idea “is the evolution and the next level of innovation that sits on top of our investments in first-party data and identity,” John Lee, chief data officer at Comcast’s NBCUniversal, said in this interview with Beet.TV contributor Jon Watts at CES 2024. “We can plug directly into our measurement capabilities to demonstrate that as we go forward.”

With consumers dividing their time among a broader range of connected devices, NBCUniversal aims to help media buyers reach audiences in the right context.

“It’s just really about making sure that we’re focused on performance for our advertisers,” Lee said. “One Platform Total Audience allows us to do that, allows us to get away from intuition, and it makes it easy for our agency partners and our advertisers to essentially click a button, upload that audience and really get a comprehensive view.”

You’re watching “Unlocking the Power of Diverse Audiences: How Data Is Changing the Formula,” a Beet.TV Leadership Series produced at CES 2024, presented by XR. For more videos from this series, please visit this page.