Digiday+ Member Article

Kavita Vazirani was working on the marketing side for Comcast, where she like many marketers struggled to know if their ads were performing as intended, much less if they were running at all. She and Linda Yaccarino, the head of ad sales for NBCUniversal, were on opposite sides of the negotiating table, but the two saw eye to eye on the need to improve media measurement across platforms.

What does an impression even mean, with people consuming media across a proliferating number of platforms and screens? What’s the value of a three-second ad versus a 30-second TV commercial? “Linda was more and more in meetings with clients like Comcast saying, ‘I don’t know if [your inventory] is driving sales for me, how do I get a full view of what my message is to our customers?’ It was always a pain point,” Vazirani says.

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