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October 14, 2021 | Authored By
Our industry needs measurement solutions that can serve our consumers, advertisers, publishers, and platforms for the next century. And together, we can create a new blueprint for the future.
As a global media buyer and seller, as well as a measurement customer, NBCUniversal understands the need for alternative measurement solutions. That’s why we’re investing in technology, convening industry experts, and devoting countless resources, all with an ambitious goal in mind: to bring more awareness to every measurement option available and to help the industry create a measurement system that accurately reflects consumer behavior and advertiser impact in this new era.
Earlier we announced that NBCU would join the VAB’s Measurement Innovation Task Force and also unveiled our plan to deepen industry collaboration through our Measurement Innovation Forum. Through this forum, stakeholders, from every corner of the industry, can learn about all-existing measurement solutions to help supplement the critical work of the ANA, VAB, and OpenAP. Plus, given the specialized auditing role of the MRC, their participation on the Forum will be “observer” to ensure their independence is maintained.
NBCU’s complete measurement initiative is designed with commitment in mind: What we learn, the entire industry will learn. Because, more information fuels more innovation. The potential for industrywide innovation makes transparency more important, so that everyone can share in the findings—and the future. We’re thrilled to unveil the team of brands, holding companies, and trade bodies joining the Measurement Innovation Forum.
Each partner will have a seat at the table to investigate, share, and receive feedback at scale on new measurement yardsticks to help build new measurement blueprint for advertising’s future. And judging from the 80 responses NBCU has received to our measurement RFP, it’s clear there are companies with cutting-edge capabilities that deserve our industry’s consideration.
We’ve been heartened by all those who’ve raised their hands to participate. The inclusion of these voices will make the conversation richer, more productive, and more likely to result in action.
To be clear, NBCU has no interest in building another walled garden or monolithic measurement system. Nor are we aiming to duplicate efforts or replace any industry initiatives already underway. NBCU will stand shoulder-to-shoulder with all our partners and our industry, and play our part in driving real, meaningful progress. By bringing more chairs to the table and sharing information widely and transparently with all our partners, we hope to help build a better measurement future for everyone.
