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For years, NBCUniversal has been honing its own metrics to make up for the gaps it saw in third-party measurement companies like Nielsen. Now, the company has hired one of Nielsen’s top execs to run its measurement and impact group.
Kelly Abcarian has been tapped as evp, measurement and impact, for NBCU’s advertising and partnerships division. In her role, she’ll oversee the company’s cross-platform and full-funnel measurement capabilities across its One Platform offering and will report to Krishan Bhatia, the division’s president and chief business officer.
She
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