NBCUniversal unveils ‘Content Quality Index’, 29 new measurement partners, advertising initiative with expanded “in-scene” push

At its third annual developer conference on Wednesday, NBCUniversal introduced several new products and capabilities aimed at increasing the media company’s appeal to advertisers. Among them: a new “Content Quality Index” partnership with Marketcast; Expanding on-screen advertising capabilities; and certification of 29 new measurement partners.

The One23 event in New York is named after NBCU’s One platform, which combines many of the company’s advertising spaces across streaming, digital, social and linear TV. This year’s confab features appearances by Apple co-founder Steve Wozniak and NBC late-night host Jimmy Fallon. With an emphasis on technology, it is designed to complement NBCU’s annual NewFront and UpFront presentations to advertisers in May. (Disney added a similar event in the first quarter of a recent year.)

A press release issued at the start of the conference highlighted 18 initiatives in areas such as measurement, data, innovation, commerce. One segment of the business in the spotlight is measurement, given legacy market leader Nielsen’s ongoing struggle to woo ad buyers and sellers as it is fully equipped for the digital world. NBCU announced the expansion of its efforts to certify third-party measurement companies, with the goal of increasing Nielsen’s alternatives and complements. The company conducted a high-profile trial with iSpot last year to measure the timing of the Winter Olympics in Beijing and declared the effort a success. This year, there are 38 certified vendors, four times more than last year at this time.

Another item in the release was the expansion of the company’s “in-view” advertising capabilities, which was announced last year. NBCU is teaming with TripleLift to digitally insert ads into 2D signage as well as 3D product placement during post-production.