NBCU One Platform
One Platform gives advertisers unified access to NBCUniversal's entire premium video portfolio — linear, streaming, and live — with AI-powered planning, first-party audience data, and privacy-safe measurement to maximize total audience reach and campaign outcomes.
Last updated Jun 22, 2026 by ATDb automated enrichment · Connections updated Jun 22, 2026
At a glance
- Employees
- 10001+
- Revenue
- $10B+
- Stock
- CMCSA
About
Leading premium cross-platform advertising platform combining linear TV, streaming (Peacock), and digital with first-party data and AI-driven tools; one of the top 3 premium video ad ecosystems in the US
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 NBCUniversal properties. The platform integrates AI-driven tools for cross-platform campaign planning, audience targeting, and measurement, positioning NBCU as a one-stop shop for premium video advertising at scale. At the core of One Platform is NBCUnified, NBCUniversal's proprietary first-party data asset built from authenticated user data across its portfolio. Complementing this is the Audience Insights Hub, a privacy-safe clean room enabling advertisers to match their own data against NBCUniversal's audiences. In 2025-2026, NBCU added the Performance Insights Hub for outcome-based measurement, LIVE Total Impact for quantifying the value of live event advertising, and Contextual Targeting in LIVE for brand-safe, real-time contextual placements during live programming. The platform also sells inventory for Versant (formerly Comcast Cable networks) following a May 2025 agreement, extending its reach further. In the competitive landscape of premium video advertising, One Platform competes directly with Disney Advertising's unified platform, Warner Bros. Discovery's offering, and streaming-native platforms like YouTube and connected TV aggregators. NBCU's differentiation lies in its combination of live sports (NFL, Olympics, NASCAR), premium entertainment, Peacock's growing subscriber base, and robust first-party data infrastructure — all accessible through a single buying relationship. The platform is a critical revenue driver for Comcast/NBCUniversal and reflects the broader industry shift toward audience-based, cross-platform advertising.
Business model
Media & Advertising Platform
Target market
Enterprise
What they offer
NBCUnified
NBCUniversal's proprietary first-party data platform built from authenticated user data across all NBCU properties, enabling precise audience targeting across linear and streaming.
Audience Insights Hub
Privacy-safe clean room solution allowing advertisers to match their first-party data against NBCUniversal's audience segments without exposing raw data.
Performance Insights Hub
Outcome-based measurement tool (launching 2026) enabling advertisers to connect campaign exposure to real business results and conversions.
LIVE Total Impact
Measurement solution quantifying the full incremental value and reach of advertising within live programming events such as sports and tentpole broadcasts.
Contextual Targeting in LIVE
Real-time contextual targeting capability for live programming, enabling brand-safe ad placements aligned to live content moments.
One Platform Total Audience
AI-driven unified planning and activation framework debuted at CES 2024, enabling cross-platform campaign management across linear TV, Peacock, and digital simultaneously.
Peacock Advertising
Streaming advertising inventory on Peacock, NBCU's AVOD/SVOD platform, including programmatic, direct, and sponsorship formats.
Versant Inventory Sales
Ad sales representation for Versant (formerly Comcast Cable networks) under the One Platform umbrella, per a May 2025 agreement covering two upfront cycles.
Key features
Use cases
Customer segments
Tech & specs
Technology stack
Security & compliance
Deployment
API
Limited