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»kelly abcarian

NBCUniversal Hails iSpot’s Cross-Platform Currency Pilot Results

NBCUniversal shared the results of its cross-platform measurement currency tests with iSpot, which became the programmer’s first certified measurement partner in January. NBCU certified eight more partners in March – but anyone expecting a comparison of how those partners perform against each other is still waiting. NBCU’s currency pilot test with iSpot included 67 advertisers representing 158 brands and compared reach and frequency measurements against linear and over-the-top (OTT) buys.

by Alyssa Boyle // June 16th, 2022 //
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Living In A Multicurrency World, With NBCU’s Kelly Abcarian

“Gone are the days of three networks, one screen, one ad and one way to count,” says Kelly Abcarian, EVP of measurement and impact at NBCUniversal, on this week’s episode. “One way to count” is a thinly veiled reference to Nielsen, long the TV ad industry’s primary currency provider – and also Abcarian’s former employer. Abcarian… Continue reading »

by Allison Schiff // March 29th, 2022 //
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NBCUniversal’s ONE22 Focuses On ID Graph, Automation and Measurement

At Tuesday’s ONE22 conference, NBCUniversal shared its second update on its ad tech stack One Platform’s developments for its clients. “Identity will be the new currency,” said NBCU’s chief data officer, John Lee, which means One Platform will focus on three key areas of growth this year: first-party data, automation and measurement.

by Alyssa Boyle // March 23rd, 2022 //
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NBCU Highlights Three Measurement Providers As Alternatives To Nielsen

NBCUniversal highlighted three streaming-oriented companies it is considering – Conviva, Dumbstruck and Truthset – to create a framework for alternative currencies as it prepares to move away from legacy TV ratings giant Nielsen as the industry’s single currency provider. Kelly Abcarian, NBCU’s EVP of ad measurement and impact, again called for “measurement independence” and for… Continue reading »

by Tony Rifilato // September 23rd, 2021 //
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Here’s What Nielsen Vet Kelly Abcarian Brings To NBCU’s Measurement Ambitions

Kelly Abcarian spent 16 years at Nielsen, most recently heading up the measurement company’s advanced video advertising product. Now she moves to NBCU, in the newly-created role of EVP of measurement and impact, to build out the broadcaster’s in-house measuring capabilities. It’s a deceptively large purview. Abcarian will oversee a ton of measurement-related initiatives that… Continue reading »

by Ryan Joe // April 22nd, 2021 //
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COVID-19 Can Inhibit Innovation Or Foster It – It’s Up To You

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kelly Abcarian, general manager at Nielsen Advanced Video Advertising. If you think innovating is hard, try it during a global pandemic. It can become downright defeating if you allow it.… Continue reading »

by AdExchanger // May 6th, 2020 //
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