Linda Yaccarino Kelly Abcarian city Beijing city Radio audience track Nielsen Linda Yaccarino Kelly Abcarian city Beijing city Radio

NBCUniversal, In Latest Poke At Nielsen, Reveals Plan To Start Using ISpot Ad Currency By May Upfront

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deadline.com

NBCUniversal is expanding its relationship with ad tracking firm iSpot, telling a room full of media buyers today that it will offer the company’s data as official currency starting at its May upfront.“Now is the time to embrace change,” Kelly Abcarian, EVP of Measurement & Impact for NBCU, declared during the company’s “One22” event. “We’re heading to Radio City, and this year’s upfront, ready to activate against iSpot’s cross-platform audience … Our long-awaited, multi-currency future has finally arrived.

We’ve got the technology. We’ve got the data. And we’re ready to help today.”The plan to use the May 16 upfront as the start to offering more iSpot data builds on a “test-and-learn” initiative conducted by the companies during the Winter Olympics in February.

In the test, iSpot turned around insights on ad effectiveness and viewer tendencies within a day, cutting conventional wait times.

The goal of the team-up was to capture the full audience picture across streaming (NBCU’s Peacock carried all Beijing events this time around) and linear.

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