Dumbstruck

We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.

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 […]