It also raised $150m in growth funding in September, and won certification from the self-proclaimed US Joint Industry Committee (JIC) alongside Comscore and iSpot. The funding announcement was accompanied by news of redundancies, with about 10% of its headcount cut, but reports in Variety and other online industry publications say many further jobs will now go.

According to Ad Age, during her tenure at NBCU Abcarian has been 'vocal in her dissatisfaction with the current status of audience measurement', most notably with her former employer. She has led the NBCU Measurement Framework - involving more than 150 audience measurement companies; and also been active in numerous industry panels focusing on the need to adapt audience measurement and ad currencies as viewers migrate to other platforms.

The firm says the new M3 platform is data agnostic and easily integrated with TV viewership data, helping to identify advanced targeting opportunities across linear, addressable and streaming. The platform currently works with buys based on Nielsen / NielsenOne, EDO and VideoAmp, with plans to add iSpot and Comscore in the coming months.