NBCUniversal Expands Partnership With Data Plus Math to Offer Deeper Consumer Analysis

Company shifts from legacy metrics to performance-based guarantees

New measurements could include in-store traffic or products purchased. Getty Images

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.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.