At NBC Universal (NBCU), “measurement innovation and measurement transformation are always top of mind,” Zhang said. Which is why NBCU has been a huge advocate of more competition and evolution in the measurement space. Through more than 150 RFPs, the network “narrowed down and organized measurement solutions into seven categories and then zoomed into the cross-platform audience measurement space.” NBCU then certified iSpot and VideoAmp as its currencies for advanced audiences.