NBCUniversal and iSpot Complete 'Largest' Industry Measurement Test

The companies found that the optimal OTT impression mix is 30-40%

NBCUniversal and iSpot.tv became the latest media companies to complete a test of alternative measurement, one the companies said is the largest in the industry.

The network first tapped iSpot as a certified partner in its efforts to create a new currency for cross-platform measurement on its One Platform ad offering earlier this year.

“We are already living in a multicurrency future,” Laura Molen, president of ad sales and partnerships at NBCUniversal, told reporters on Thursday. “Already 40% of our upfront deals this year have been outside of traditional age and gender guarantees from AdSmart to OpenAP to iSpot, just to name a few … This cross-platform currency is ready to transact today, right now, and new currencies are here to stay.”

The Q1 currency tests across One Platform consisted of 67 advertisers across all major holding companies and 158 brands.

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