Yes, they have far less users, but they also have a much longer history when it comes to user tracking and measurement in the name of ad targeting. Although I t

Yes, they have far less users, but they also have a much longer history when it comes to user tracking and measurement in the name of ad targeting. Although I think the big difference is they can't do network analysis. This said, Comcast (which owns NBC universal), has been able to use cable boxes to improve ad targeting for decades, trace that back to internet usage, and apply it to models already built for NBC usage. A n even more powerful one though is Verizon, where with their now acquisition of yahoo can use that data as well, which is combined with both all of the home data collection comcast has, but with 80+ million mobile users as well.