GM will be the first brand to integrate with NBCUnified, enabling anonymized matching between the automaker’s first-party database and custom audiences of car buyers with NBCUniversal’s first-party data and custom audiences.
Per a recent report from AdAge, the integration was made possible through GM’s media agency partner Carat, which was the first agency to integrate with NBCUnified earlier in the year. The integration between GM and NBCUnified will overlap the automaker’s consumer automotive profiles with NBCUnified’s first-party consumer media consumption preferences data.
According to the general director of global media and marketing services for GM, Heather Stewart, the integration has been in the works for the past three to five years, and is not the result of cookie depreciation, such as with the elimination of third-party cookies from the Google Chrome web browser in 2024.
“Only 2 percent of the U.S. population is in market for a vehicle at any one time, and that’s including used cars,” Stewart said, per AdAge. “To do media plans that are based just on demos and giant impression numbers when only 2 percent give a crap about what you’re trying to say to them [doesn’t make sense].”
Integration with NBCUnified will enable GM to more accurately target ads for the 2 percent of Americans set for an immediate auto sale, as well as target further ads for those individuals higher in the purchase funnel who may be considering their next vehicle. Additionally, the integration will enable GM to circumvent those consumers considered “GM refusers,” or rather, buyers who would never consider a GM brand for a vehicle purchase.
Additionally, the platform will enable GM to track what happens when a consumer is exposed to advertising, such as if they decide to visit their local GM dealer.
“GM’s leadership allows us to activate on this previously untapped opportunity to fuel media efficiency in a privacy-safe way,” said Carat US EVP, head of media for GM, Phil Rzepka. “Together, we are reaching highly customized audiences across NBCU’s diversified channels with GM’s brilliant brand marketing to deliver incredible outcomes.”