Abcarian joins NBCUniversal from Nielsen, where she spent 15 years, most recently as general manager of advanced video advertising.

Prior to that, she led the company’s global audience measurement portfolio and was responsible for developing its total audience tools and digital ad ratings for connected TV. 

At NBCUniversal, Abcarian will lead cross-platform measurement locally, nationally and globally across the broadcaster’s media buying technology stack, One Platform.

She will report to Krishan Bhatia, president and chief business officer, NBCUniversal advertising and partnerships, and will work closely with the division’s sales, planning, strategy, partnerships and ad platforms & operations functions.

In addition to spearheading new measurement tools, Abcarian will also lead the company’s attribution and return-on-investment efforts and be involved in developing data strategy, including an audience insights hub.

Bhatia said: “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.

“We’re doubling down on our position to usher in the next era of measurement. Kelly has decades-long measurement and advanced advertising experience, along with deep connections within the media industry and a partnership track record across connected TV/over-the-top platforms.”