Case Study: NBC Universal achieves full audience data protection and eliminates unauthorized collectors with Salesforce DMP

Krux Data Sentry Now Protects NBCU’s Most Valuable Asset: It’s Audience Data

NBC Universal, a global media and entertainment company, faced rampant third‑party data leakage across its sites. In an August 2011 audit commissioned with Krux, NBCU discovered nearly 70% of audience data collection was being performed by third parties ushered onto pages by partners, with major exchanges and networks enabling numerous secondary data collectors and a trading desk widely deployed.

NBCU deployed Krux Data Sentry to continuously monitor third‑party tags, containerize or remove unwanted collectors, enforce strict pixel and data policies, and replace third‑party sales with first‑party audience segments where possible. The program removed 84% of unauthorized parties and now protects 100% of NBCU’s audience assets, improving data governance and revenue opportunities.

NBC Universal

Peter Naylor

EVP Digital Media