By Jonathan Easton

NBCUniversal has announced Ad-ID as the new standard for advertisers across its One Platform.

The Comcast-owned broadcaster said that Ad-ID simplifies and streamlines the ad delivery process while vastly improving the consumer experience and that it is the first major media company to adopt the standard.

The new agreement expands upon an existing deal across NBCU’s Peacock streamer, bringing the partnership to all of its One Platform service for buying and selling premium video.

Features available to marketers via Ad-ID include: frequency capping capabilities, competitive separation, detailed post-campaign delivery reporting, ad decisioning and more effective placements, storage deduplication, and quality and collision control.

President & Chief Business Officer, NBCUniversal Advertising & Partnerships, Krishan Bhatia said: “At NBCUniversal, we are investing in data, technology, and partnerships that create the best possible viewing experience for our audiences, and the best advertising experience for marketers – but we can’t set a new standard for the entire media and marketing ecosystem alone. Ad-ID’s impact can and will be vast, and we are thrilled to be the first media company to sign on to this critical initiative.

As we demonstrated at ONE21, industry partnerships will accelerate the future of advertising. We are calling upon everyone—programmers, platforms, technology providers, agencies, and brands—to join us in changing the viewing experience for the better. Together with Ad-ID, we can drive that change beyond our own walls and fuel innovation and transformation across our industry.”