“Gone are the times of three networks, one display screen, one advert and one method to rely,” says Kelly Abcarian, EVP of measurement and impression at NBCUniversal, on this week’s episode.

“One method to rely” is a thinly veiled reference to Nielsen, lengthy the TV advert business’s main foreign money supplier – and likewise Abcarian’s former employer.

Abcarian joined NBCU final 12 months after greater than 16 years with Nielsen, most lately as its GM and head of product for superior video promoting.

However the alternative to hitch a broadcaster that reaches practically 700 million individuals globally throughout all of its platforms each month was too good to go up, she says.

And Abcarian hit the bottom operating.

Not lengthy after her arrival, NBCU issued an RFP on the lookout for measurement alternate options to the established order. NBCU chosen iSpot as its first companion in January and, earlier this month, anointed six others to assist with viewers measurement and verification, together with Comscore, DoubleVerify, IAS, Oracle’s Moat, Innovid, Conviva and FreeWheel, which is owned by NBCU’s dad or mum firm Comcast.

NBCU additionally plans to make use of iSpot as its nationwide foreign money for advert buys at this 12 months’s upfronts.

Consumers “want to have the ability to see all of it,” Abcarian says, which is why NBCU issued a broad RFP that went past transactional classes to additionally embody viewers measurement and verification.

“Entrepreneurs don’t purchase rankings; they purchase outcomes,” she says, they usually “need to perceive outcomes throughout the complete buy funnel.”

Additionally on this episode: NBCU’s Peacock plans, why Abcarian isn’t a twine cutter and thinks phrases like “twine cutter” are too reductive. Plus, the guilty-pleasure program that’s on her DVR.