• by Karlene Lukovitz  @KLmarketdaily, May 17, 2023

NBCUniversal has officially expanded its relationship with Innovid to deliver cross-platform, outcome-based KPIs across connected TV and linear TV for local U.S. marketers.

NBCU now offers real-time impact and incrementality metrics through the converged TV measurement platform InnovidXP, allowing local advertisers to track how their buys convert to online actions and optimize campaigns.

The partnership spans NBCU’s 31 markets, including 42 NBCUniversal and Telemundo-owned stations and six regional sports networks, and all NBC Spot On and Peacock inventory.

NBCU "certified" Innovid and Comscore for enhanced audience verification metrics for local ad currencies more than a year ago.

Earlier this month, NBCU told MediaPost that it was poised to "transact" on Comscore's local currency and use Innovid's sales attribution data to measure performance.