NBCUniversal and iSpot.tv: The benefits of upweighting OTT in TV campaigns

A study into how advertisers can optimise TV campaigns with a combination of OTT and linear impressions.

This is a tumultuous moment for media measurement – and especially so in the US TV market.

In September last year, long-time incumbent Nielsen was stripped of its accreditation for local and national TV measurement by the Media Rating Council. A few months...