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NBCUniversal is expanding its partnership with Data Plus Math as part of its broader company strategy to offer advertisers more performance-based guarantees over traditional metrics.
The company’s announcement comes on the heels of its guaranteeing the advertising buy surrounding The Upside on the movie’s ticket sales, over the traditional age-gender metric from Nielsen.
Its deepening relationship with Data Plus Math, a media measurement company, is another way NBCU is looking to measure what consumers actually do after they view an ad.
“How do we measure the efficacy of spend? That’s a conversation that’s happening at agencies [among] marketers and publishers,” said Kavita Vazirani, evp, NBCUniversal insights and measurement. “That
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