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NBCU gets Comcast STB data for ads

NBCUniversal unit is to get access to viewer data from parent Comcast’s set-top boxes. NBCU, made the revelation at an upfront presentation ad sales event for its cable entertainment networks.

Until now Comcast hadn’t shared the STB data because of consumer privacy concerns and in particular how they could have effected Comcast’s proposed merger with Time Warner Cable, now dropped.

NBCU will use the data to power its ATP (Audience Targeting Platform). NBCU is not expected to have exclusive access to viewer data from Comcast’s STBs.

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