NBCU One Platform
NBCU One Platform is NBCUniversal's ad-sales system for planning, buying and measuring campaigns across its linear TV, Peacock streaming and digital inventory in one buy.
Last updated Oct 9, 2026 by the ATDb Editorial Team
AI-drafted from public sources29 sources cited
At a glance
About
NBCU One Platform is NBCUniversal's ad-sales system for planning, buying and measuring campaigns across its linear TV, Peacock streaming and digital inventory in one buy. NBCUniversal announced it at CES in January 2020 under ad-sales chairman Linda Yaccarino, and before the 2020–21 upfront it added partner technology from 4C, Operative and FreeWheel and four buying models. Its data layer includes the Audience Insights Hub clean room (2021) and NBCUnified, a first-party identity platform (2022). From 2021 to 2024 NBCU held an annual spring technology event (ONE21 through One24) to show partners One Platform updates. NBCU still sells its linear and streaming portfolio under the One Platform name in 2025–26, through NBCUniversal Advertising & Partnerships, led by chairman Mark Marshall. Source 1: cynopsis.com Source 2: adweek.com Source 3: thedrum.com Source 4: mediapost.com Source 5: advanced-television.com Source 6: mediavillage.com Source 7: produ.com Source 8: senalnews.com Source 9: videonuze.com Source 10: thecurrent.com Source 11: adexchanger.com Source 12: thedrum.com Source 13: bandt.com.au Source 14: adexchanger.com Source 15: advanced-television.com Source 16: rbr.com Source 17: advanced-television.com Source 18: mediapost.com Source 19: advanced-television.com Source 20: sportsvideo.org Source 21: thecurrent.com
Target market
Advertisers and agencies buying NBCU inventory across TV, streaming and digital.
What they offer
One Platform Total Audience
AI planning tool that builds one media plan across NBCU TV and streaming without counting the same viewers twice. Launched January 2024.
One Platform Total Measurement
Campaign measurement through VideoAmp, EDO and Kochava. Announced March 2024.
Audience Insights Hub
Clean room where partners match their first-party data against NBCU audience data; Omnicom was the first agency to connect, in 2022. Announced March 2021.
NBCUnified
First-party identity platform underpinning One Platform's data. Announced January 2022.
Programmatic buying on Peacock
Peacock inventory available through demand-side platforms, including Amazon's. Offered from 2021, expanded in 2022.