The media conglomerate, NBCUniversal, has presented many advancements covering data, technology, and measurement at its One22 developer conference.
NBCUniversal has announced that it will activate iSpot.tv’s cross-platform audiences as currency for national ad buys, dealing a blow to Nielsen, the long-time dominant ad currency. For local ad purchases, Comscore will be the currency. NBCU also announced several new features and collaborations aimed at making ad-buying across its channels easier, with more ways to harness its troves of consumer data and audience segments.
According to Kelly Abcarian, Executive Vice President of Measurement and Impact at NBCU, the new features are built on NBCU’s existing technology stack, the One Platform.
