NBCUniversal Accelerates Path to Alternative Currencies Bringing Forward iSpot.tv as First Cross-Platform Video Certified Measurement Partner

“This is not a shift away from one panel-based system to another, but a definitive step toward embracing the metrics brands already use to evaluate media companies. We have an obligation to deliver consumers a great experience, and an obligation to our customers and shareholders to utilize measurement systems that adequately capture the reach, attention, and outcomes we deliver. Our learnings from this partnership will help transform our measurement solutions as we head into the next Upfront season and bring advertisers more data that accurately reflects our audiences, their consumption habits and campaign impact.”
-Kelly Abcarian, EVP, Measurement & Impact, NBCUniversal Advertising and Partnerships

“Measurement must reflect the all screen, one video world consumers have created. Through this test-and-learn across NBCUniversal’s One Platform, PMX will be able to provide its portfolio of brands a more accurate, holistic approach to measurement that prioritizes performance and impact. The results of this partnership will serve as the blueprint for the marketplace to transact using improved measurement during the 2022-2023 Upfront Cycle.”
-John Muszynski, Chairman, Publicis Media Exchange (PMX) US

“NBCU is leaning into giving advertisers what they want: fast, accurate and granular cross-platform measurement that proves the value of investments. We applaud the work NBCU kicked off last year to accelerate the TV industry toward a more audience-centric, cross-screen and outcome-oriented framework that helps brands invest with confidence.”
-Sean Muller, founder and CEO of iSpot.tv

“iSpot.tv has set a high benchmark for measuring ads at scale and sharing information broadly with the industry. That transparency and dedication to accuracy has established a foundation of trust on all sides of the industry, and made them an ideal partner to conduct such a massive test.”
-Krishan Bhatia, President & Chief Business Officer, NBCUniversal Advertising and Partnerships