For the first time, NBCUniversal will have an individual charged with leading a centralized data unit, and the development and implementation of the company’s enterprise-wide consumer identity and data strategy.
Taking the newly created role of Chief Data Officer is John Lee, and he will sit within the NBCU Global Advertising & Partnerships division. I
Lee reports to President and Chief Business Officer Krishan Bhatia.
Specifically, Lee and his team will develop NBCU’s first-party data strategy and create data-driven partnerships to support advertising, marketing, consumer experience and analytics use cases across NBCUniversal’s TV & streaming properties and the NBC News Group, as well as Universal Filmed Entertainment and Universal Parks & Resorts.
Working collaboratively across NBCUniversal as well as in partnership with Comcast and Sky, Lee will support teams within Advertising Sales, Marketing, Product, Operations & Technical Services, and more to prioritize the role of data in consumer experience and product development, monetization, and partnerships at the company, it said.
“Lee will combine his decades-long expertise driving customer experience, identity resolution, and data management with NBCUniversal’s commitment to creating a unified data platform focused on data interoperability, partnership, and privacy. Specifically, he will lead a team of data scientists, strategists, and developers who will enable and enhance monetization opportunities across NBCUniversal’s One Platform; develop an integrated audience graph; and bring the company’s market-leading identity capabilities, from the NBCU Audience Insights Hub to NBCU ID and more, to life.”
Lee added, “The next era of media and advertising will be defined by data and identity, and I am thrilled to join the team at NBCUniversal to build this future for our partners, the industry, and consumers. From theme parks to movie studios, digital and streaming to linear, NBCUniversal is poised to deliver a unified consumer identity vision that meets the needs and expectations of both consumers and marketers while maintaining the trusted relationships the company has built, creating new ways to generate revenue and scale investments with privacy in mind.”
Lee joins NBCU from Merkle, a Dentsu company, where he served as Global Chief Corporate Strategy Officer and led the development and execution of the company’s business vision, value proposition, and long-term planning.
AD-ID NOW STANDARD
Lee’s announcement came alongside news from NBCUniversal that Ad-ID is now its new standard for advertisers across One Platform, a partnership that the company boasts “brings a pristine viewing environment to consumers on every screen and offers marketers the highest-quality, most efficient and effective advertising solution.”