NBCUniversal has tapped iSpot.tv Inc., a company that aims to help advertisers verify the reach and impact of their TV and streaming ads, as it seeks to better quantify how consumers are viewing ads across different mediums.

iSpot was one of the measurement vendors that answered a request for proposals last year from NBCUniversal, a unit of Comcast Corp. , to help the company build a new measurement framework. The new multiyear agreement between the companies brings the media company a new system for verifying ads and programming on linear and streaming video.

The weeks ahead will be important, said Stacey Stewart, U.S. chief marketplace officer at Interpublic Group of Cos.-owned media agency UM. TV advertisers that have traditionally bought inventory using Nielsen ratings are considering whether they should buy more using outcomes beyond ratings points, she said.

“I think the next month or so is going to be really telling as we get ready for the next upfront,” Ms. Stewart said. “What are the different currencies of measurement that we’re all going to test and look at for the upfront? What we’re all working on right now is figuring out how do we tackle the test-and-learn going into that.”

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