NBCUniversal is continuing its push towards performance-based guarantees by expanding its partnership with analytics company Data Plus Math to measure the impact of advertising campaigns, offering in-flight measurement of linear, VOD addressable and OTT ad inventory, with attribution of business outcomes. “This is an important step in NBCUniversal’s journey towards outcomes-based measurement that delivers on marketers’ objectives”,” said Kavita Vazirani, EVP, measurement innovation, NBCUniversal Insights & Measurement. “Unifying impressions with CFlight was our first step in elevating industry measurement. Now, our partnership with Data Plus Math will elevate cross screen measurement and outcome attribution for our clients, addressing a critical need for advertisers in the marketplace.”

“We have been measuring campaigns for NBCU over the past year and we are thrilled to advance this relationship through licensing of our comprehensive measurement platform,” said John Hoctor, CEO of Data Plus Math. “Measuring TV today means much more than linear TV. It requires measurement of Smart TVs, set top boxes, VOD, streaming, OTT and full episode players. We are excited to be working with an innovator in moving cross platform forward and in partnering together to ensure that video viewing gets the full credit and value it deserves.”

NBCU recently guaranteed the ad buy around ticket sales for the film, The Upside.