NBCUniversal has announced that it will activate iSpot.tv’s cross-platform audiences as currency for national ad buys, dealing a blow to Nielsen, the long-time dominant ad currency. For local ad purchases, Comscore will be the currency. NBCU also announced several new features and collaborations aimed at making ad-buying across its channels easier, with more ways to harness its troves of consumer data and audience segments.

News: Two blockbuster announcements highlighted this new news flow. First, iSpot.tv will be activated as a cross-platform measurement vehicle mid-May, tracking activity from more than 39 million smart TV sets and devices nationwide. More than 65 advertisers from Visa and CVS to Walmart and MattressFirm will partner with NBCUniversal and iSpot on campaign development over the next two months.

In a blow to Nielsen, the longtime predominant ad currency, the media conglomerate announced that it will activate iSpot.tv's cross-platform audiences as currency for national ad buys at this year's Upfront, according to Kelly Abcarian, executive vice president of measurement and impact at NBCU Advertising and Partnerships. Comscore will be the currency for local ad buys.