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British TV broadcasters ITV, Sky and Channel 4 have partnered to offer a unified advertising metric that will run across their digital viewing platforms through NBC’s campaign measurement tool Cflight.
Created by Comcast-owned NBCUniversal in 2018, the measurement was a response to the growing increase of on-demand viewing that legacy metrics were proving unable to monitor. Sky adopted the measurement in May 2019, but now ITV and Channel 4 have also confirmed their uptake.
Launching CFlight in the U.K.