Enables advertisers to unlock privacy-safe audience insights and measurement by combining their first-party data with NBCU's cross-platform media data — without exposing raw consumer records.
Last updated May 11, 2026 by AI Enrichment
Leading broadcaster-owned data clean room offering privacy-safe audience insights across linear and streaming inventory
The NBCU Audience Insights Hub is NBCUniversal's proprietary data clean room platform, announced at the ONE21 conference in 2021 and operationalized through 2022. It enables advertisers and agency partners to run privacy-compliant queries across NBCUniversal's vast first-party data assets spanning linear television, streaming (Peacock), digital properties, and theme parks — without either party exposing raw, personally identifiable consumer data. The platform represents NBCU's strategic response to the deprecation of third-party cookies and growing privacy regulations, positioning the company as a data-forward media owner. The Hub allows marketers to perform audience overlap analysis, reach and frequency planning, campaign measurement, and attribution studies by bringing their own first-party data into a secure, walled-garden environment alongside NBCU's data. Omnicom's Omni platform was announced as the first agency partner in March 2022, signaling the Hub's readiness for scaled enterprise use. The clean room architecture ensures that neither NBCU nor the advertiser can access the other's raw data, with only aggregated, privacy-safe query results returned. In the broader AdTech ecosystem, the Audience Insights Hub positions NBCU alongside other major media owners — such as Disney Advertising's clean room and Warner Bros. Discovery's offering — in a competitive race to offer advertisers data-driven, cookieless targeting and measurement solutions. It underscores the growing importance of publisher-side clean rooms as alternatives to third-party data infrastructure, and reflects NBCU's ambition to monetize its first-party data assets at scale across its entire portfolio.
Core data clean room enabling privacy-safe queries across NBCU linear, streaming, and digital audience data
Allows advertisers to identify overlap between their customer segments and NBCU audiences without sharing raw data
Tools to plan and optimize campaigns across linear TV, Peacock, and NBCU digital properties
Privacy-safe post-campaign measurement linking ad exposure to business outcomes
Secure ingestion of advertiser first-party data for matching against NBCU's audience graph