As AVOD takes the lead, a measurement transformation gains pace

NBCUniversal, the media company, is seeking to drive a measurement transformation that meets the needs of marketers in the streaming era.

Connected TV

This article is part of a series of articles from the WARC Guide to connected TV. Read more

The connected television (CTV) landscape has reached a tipping point as consumers spend more time on streaming platforms with ads than commercial-free, subscription-based alternatives.

Such a perspective was outlined by Krishan Bhatia, President and Chief Business Officer/Global Advertising and Partnerships at NBCUniversal (NBCU), the parent company of Peacock, the streaming platform which launched in 2020, and the co-owner of Vudu, another digital hub for movies and TV shows. (NBCU also has a minority stake in Hulu.)

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