As a result of the early success, the company will also expand access to One Platform Total Audience in Q2 2024.
Marshall told Adweek this is the most excited he’s been about a new offering in a decade, giving marketers the scale of the more than 226 million people that NBCU’s content reaches each month while adding precision and targeting to reach actual consumers rather than just traditional broad categories such as adults 18-49.
“Measurement is going to change this year. Nielsen is going to change. Cookies are going away. Everyone’s marketing plan is going to be thrown up in the air, including their media mix models,” Marshall said. “We’ve got to get smarter, and this allows us to do this and take advantage of this scale of NBCU.”
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