The Path to Common Currency Should Come From Technology

Broadcasting giant NBCUniversal lit a fire under the industry when it unveiled CFlight, a new metric for broadcasters that unifies linear and digital viewing of an ad campaign. Championed by NBCU’s Linda Yaccarino, the company’s chairman for advertising and client partnerships, the move has been hailed as a gamechanger to account for consumption trends of the 21st Century viewer.

The convergence of digital and over-the-top platforms has disrupted linear viewing and advertising campaigns, the lifeblood of TV, leaving both local and national broadcasters with a fundamental truth that newspapers have already confronted (and are still confronting)—the need for digitization, better measurement, better targeted and a common currency across advertising platforms.

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