NBCU One Platform

One of the largest premium video advertising platforms in the US, anchored by live sports, Peacock streaming, and broad linear reach across NBCU and Versant networks

NBCU One Platform is NBCUniversal's comprehensive advertising ecosystem, launched in 2020 and significantly expanded at CES 2024 as 'One Platform Total Audience.' It unifies linear television, Peacock streaming, digital, and live sports inventory under a single planning and activation framework, enabling advertisers to reach audiences seamlessly across all NBCU touchpoints. The platform integrates AI-driven tools for audience planning, cross-platform campaign activation, and advanced measurement, positioning NBCU as a full-funnel media partner for major advertisers. At its core, One Platform houses NBCUnified, NBCU's proprietary first-party data asset built from authenticated user data across Peacock and other owned properties. The Audience Insights Hub serves as a privacy-safe clean room environment for advertiser data collaboration, while the Performance Insights Hub (launching 2026) and LIVE Total Impact tool extend measurement capabilities into live programming and outcomes-based reporting. Contextual Targeting in LIVE further differentiates the platform by enabling moment-based ad placement within live sports and events. In May 2025, NBCU expanded One Platform's scope by agreeing to sell inventory for Versant (the spun-off cable network portfolio) through at least two upfront cycles, cementing One Platform as a scaled multi-network sales infrastructure. Competing directly with Disney Advertising, Warner Bros. Discovery, and streaming-native platforms like YouTube and Roku, One Platform leverages NBCU's unmatched live sports rights (NFL, Olympics, NASCAR) and Peacock's growing subscriber base to offer advertisers premium, brand-safe environments at scale.