NBCUniversal names iSpot.tv its cross-platform currency partner for the upfront

August 30, 2026 · mediapost.com

iSpot.tv becomes NBCUniversal's single certified currency partner for national cross-platform ad buys heading into this year's upfront market. Abcarian, NBCUniversal's executive vice president of measurement, impact, advertising and partnerships, made the announcement at the network's One22 developer conference. Comscore holds the local audience currency contender spot, and Conviva covers streaming and digital measurement. Verification duties split among DoubleVerify, Oracle's MOAT, Integral Ad Science and iSpot.tv for ad cataloging, with Comcast's FreeWheel and Innovid handling ad serving. Abcarian added that the certifications will evolve as measurement technology and consumer behavior change.

Deals negotiated against NBCUniversal's national inventory now run on iSpot.tv's viewership data for cross-platform activation, while OpenAP handles cross-publisher activation across other networks. NBCUniversal's One Platform supply-side system launches in October with programmatic guaranteed buying on Peacock, automated RFPs through Mediaocean and Salesforce, and DSP integrations spanning Adobe, Amazon, Amobee, Beeswax, Samsung DSP, Viant and Xandr. Agencies planning upfront budgets around NBCUniversal gain one consistent audience metric for national deals, while local and streaming currency choices stay open until Comscore or Conviva earn the same status.