VAB Launches ‘Measurement Innovation Task Force,’ With NBCU Support


NEW YORK — The VAB, which advocates for television industry sales growth initiatives, has moved forward with the launch of a Measurement Innovation Task Force.

This group, the VAB says, “formally mobilize a highly effective group of the top strategic minds in research, analytics and insights from TV publisher companies to accelerate the pace of overdue innovation in media measurement and currency.”

Already committing to the MITF: NBCUniversal and former Nielsen executive Kelly Abcarian. 

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