Currency News: iSpot Partnership with Twitter and NBCU

Building on our recent momentum as the preferred currency for NBCUniversal in the 2022 Upfronts, we’re excited to expand our currency capabilities to include measurement of incremental audiences for NBCUniversal campaigns that utilize Twitter Amplify.

The news, which was first announced by Twitter at the 2022 IAB NewFronts, marks another step for brands looking to unify their cross-platform measurement.

What this means at a high level is brands purchasing inventory from NBCU across linear and streaming can now have the unique reach of Twitter campaigns measured alongside their overall investment.

For example, if a brand wants to sponsor NBC’s The Tonight Show Starring Jimmy Fallon, and also run branded clips on Twitter, iSpot enables them to understand deduplicated reach between TV and social media, as well as the overlap of those audiences.

“We’re excited to strike a partnership deal with Twitter that helps build a bridge between platforms and have an immediate use case with our shared partners at NBCUniversal,” said Stu Schwartzapfel, SVP of Media Partnerships at iSpot. “As we look to offer new currencies, this kind of unified measurement gives both advertisers and networks crucial audience insights and trusted verification that helps the marketplace sponsor and transact with confidence.”

You can read more about how this measurement innovation fits into a larger strategy between NBCUniversal and Twitter here. Below is a video from Sarah Rosen, Head of U.S. Content Partnerships at Twitter:

If you’re interested in transacting on iSpot’s using currency offerings please contact