NBCU Hires Nielsen's Abcarian for EVP Role

NBCUniversal has hired former Nielsen exec Kelly Abcarian as Executive Vice President, Measurement & Impact, tasked with pushing forward measurement solutions that reflect the 'all-screen future', while providing advertisers with new ad targeting opportunities.

Abcarian (pictured) joins the firm's Advertising & Partnerships team with almost two decades of media and technology leadership experience, developing solutions for television, digital and CTV/OTT content and advertising platforms. Most recently she was GM of Nielsen's Advanced Video Advertising Group, leading addressable initiatives including the acquisitions of several organizations. Prior to that she led Nielsen's global audience measurement product portfolio, responsible for the creation of the Total Audience Product suite and development of Digital Ad Ratings for CTV. Earlier in her career, Abcarian held leadership positions at technology and professional services companies including Oracle, Siebel Systems and Arthur Andersen.

She now leads NBCUniversal's attribution and ROI capabilities including Total Investment Impact (TII). She will also play a role in the growth and development of the firm's data strategy, and will partner with many trade organizations, measurement and technology companies on solutions and industry-wide initiatives.

She reports into Krishan Bhatia, President & Chief Business Officer, NBCUniversal Advertising & Partnerships, who comments: 'Kelly Abcarian's addition to our team represents a step change for our company and the industry, when it comes to the future of cross-platform measurement and data innovation. Kelly has decades-long measurement and advanced advertising experience, along with deep connections within the media industry and a partnership track record across CTV/OTT platforms'.

Web site: www.nbcuniversal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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