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By choosing to partner with multiple measurement firms—NBCUniversal reportedly requested proposals from Nielsen, Comscore, Conviva, iSpot, and others, per Nexttv—it can reassure advertisers its data is credible. CTV manufacturers are also flexing their market share. Companies like LG, Vizio, and Samsung among others have emerged as additional sources of data for marketers.

As Nick Cicero, vice president of strategy at video analytics firm Conviva, put it, “There’s nothing about the [newer] Story components that differentiates them from the other platforms.”. Pinterest’s take on Stories gets a bit more love.

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