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TVSquared impresses enough to land NBC homerun, Peacock next?

An Edinburgh-based video data analytics company called TVSquared is really making a name for itself at Comcast. Clearly impressing the US cable TV giant with its work on the Instant Impact project, TVSquared has already been expanded to NBCUniversal to spread the love of its attribution expertise to more channels and more advertisers. This is massive. It includes all 42 regional sports networks owned and operated by NBC and its Spanish language subsidiary Telemundo. But above all else, it implies that TVSquared could be part of the plans for NBCU’s forthcoming ad-supported streaming service Peacock. After all, TVSquared unifies the measurement of linear and OTT ad buys into a single platform – and Peacock looks almost certain to include an…

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