Marshall also noted the strength of NBCU’s digital ecosystem, with 95% of all digital ads seen to full completion across the company’s platforms.
And in terms of measuring all that impact, Marshall said NBCU’s perspective on measurement “hasn’t changed,” with the company committed to helping clients through the multicurrency reality.
“It’s imperative for us to continue to push the marketplace forward on that,” Marshall said. “And we are here to do what works best for the advertisers and agencies. And we’re setting set up to transact on the different measurements that they want to look at regardless of how they’ve operated in the past.”
Despite all the industry upheaval, advertising is part of the company’s DNA, Marshall said. “Since the beginning, advertising is all we do. And 99% of all the content that we deliver has advertising tied to it. That is what we are focused on: making sure our advertisers win.”
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