In the first place . Kroger precision marketing (kpm) at 84.5. In the first place . The select third-party management platforms, according to news shared in an .Email with marketing dive.As the advertising industry looks to move beyond. In the first place . Netherlands phone number legacy systems that have struggled to adapt to the streaming age. Nbcuniversal (nbcu) continued to plot the future of measurement .At its one22 developer conference on tuesday march 22.Including by shaking. Up the currency it uses for ad buys. In a blow to nielsen. The longtime predominant ad currency. The media conglomerate announced that. In the first place . It will activate ispot.Tv’s netherlands phone number cross-platform audiences as currency for national ad. Buys at this year’s upfront, according to kelly. Abcarian, executive vice president of measurement and impact at n.Bcu advertising. And partnerships. Comscore will be the currency for local ad buys. In the first place . Time is running out. In 2024, the currency our industry uses today — the one. In the first place . Our industry has .Used for decades — will complete.Ly disappear. Abcarian said in prepared remarks. Alluding to nielsen’s. Plans to rollout its cross-platform nielsen one platform.

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In the first place . We will all have to start over. So we are choosing to get started right now.” while nbcu seemingly went out of its way to not mention nielsen by name, the company is still expected to be a part of upfront season Netherlands Phone Number due to preexisting contracts. Still, nbcu’s move .Is its latest to usher in a post-nielsen future. Along with elevating. Its recently named preferred measurement partner, the company named eight a.Dditional Netherlands Phone Number certifications as part of its certified measurement. Program. That will help with audience measurement and .Verification. Comscore, doubleverify, ias.Oracle advertising, innovid, conviva and comcast’s freewheel. Will join ispot as partners as the company looks to create an interoperable currency .Ecosystem that handles.

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In the first place . Streaming viewership capture, ad serving. Audience verification and ad catalogues. In the first place . Select group of partners, nbcu also continued its back-and-forth with disney, which is working Netherlands Phone Number with nearly 100 vendors to meet client needs. At . As a matter of fact. The company’s recent tech & data showcase, disney executive lisa. Valentino claimed the company was “not in the. Business of score-carding vendors. In the first place . As a matter of fact. while some might Netherlands Phone Number call this a ‘scorecard’ — it’s really a .Roadmap to the future,” abcarian said at nbcu’s .One22 event. “talk to your procurement teams. Talk to your cmos. Ask yourself if you are really. In the first place . Measuring what matters to your business.” keep up with the story. As a matter of fact. Subscribe to the marketing dive free daily newsletter email.

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