NBCUniversal’s Kelly Abcarian is set on solving the biggest math problem of her life

After 16 years at Nielsen, Abcarian now leads the charge for a new measurement system at NBCUniversal. January 05, 2022 When NBCUniversal hired Kelly Abcarian in April 2021, after she spent 16 years working at Nielsen, the announcement sent a signal that the Comcast-owned media conglomerate was looking to step up its measurement work. NBCUniversal has since assumed a lead position when it comes to measurement. This is [the third story in a Digiday series]( that will look at the people and companies at the center of media's defining storylines. Read more below. - In an industry overrun with thought leaders, announcements and calls to action often don’t amount to much, but Abcarian’s message — [coming from an executive of her background]( and a company of NBCU’s stature — is resonating. - Here are 5 questions that will shape the future of TV in 2022. More [in this Digiday+ Future of TV Briefing](. - Advertisers [are on alert]( as cookie consent concerns rise. - To become sustainable in the long term, esports organizations [are experimenting with an ever-expanding variety]( of revenue streams. - 2022 [spells more podcast partnerships]( for publishers as the audio field gets noisy. - How a regional grocery chain [is using Facebook live shopping]( to get in front of more online shoppers. - With CES debut, L'Oréal [seeks to reinvent hair-dye application]( with the Colorsonic at-home device. - Best Buy [launches its own in-house]( media network. - OPI teams up with Xbox for global nail polish collab. More [in this story from our sister site](, Glossy. Other things to know about - The Future Leader Awards, presented by Digiday, Glossy and Modern Retail recognize the next generation of leaders across media and marketing, fashion, beauty and retail. [Submit by the last chance deadline on January 21 to be considered](. - Rather than seeing second-screening as a nuisance, [marketers are using it as an opportunity to apply more targeted, direct messaging in real time](. Sponsored by Wpromote. - Marketers now realize that CTV isn’t simply a brand awareness channel — [it’s matured and earned a place in every marketer’s media plan](. Sponsored by MNTN. Top Stories [Business of TV]( [NBCUniversal’s Kelly Abcarian is set on solving the biggest math problem of her life]( After 16 years at Nielsen, Abcarian now leads the charge for a new measurement system at NBCUniversal. howdy! [Business of TV]( [Future of TV Briefing: 5 questions that will shape the future of TV in 2022]( The Future of TV Briefing this week looks ahead at the top questions likely to dominate the TV, streaming and digital video industry in 2022. [Sponsored by Xandr]( [Linear TV is transforming as data-driven buying hits its stride]( Standardized data-driven linear buying at scale is providing the functionality needed to make planning, transacting and measuring campaigns on linear TV a scalable reality. Advertisement howdy! [The GDPR Impact]( [‘The real issue here is around publisher trust’: Advertisers on alert as cookie consent concerns rise]( Advertisers are trying to figure out if the audience targeting they’re doing on publisher sites is using non-compliant cookies and if so how prevalent it is across the media they buy. [Sponsored by Salesforce]( [The advertiser’s guide to embracing artificial intelligence]( As AI continues to drive advertising sales into increasingly automated approaches, the ad-sales process and salespeople’s roles are being reinvented. howdy! [Gaming & Esports]( [The Rundown: How do esports organizations generate revenue?]( Many esports organizations still struggle to turn a profit, even though gaming has expanded into one of the most popular forms of entertainment worldwide. Advertisement [Sponsored by Pubmatic]( [New report: Busting the ‘large-scale’ myth for CTV and OTT advertisers]( Download this new report busting many of the myths associated with purchasing via mid-sized CTV and OTT publishers. howdy! [Brands in Culture]( [With CES Debut, L'Oréal seeks to reinvent hair-dye application with the Colorsonic at-home device]( On the first day of the Consumer Electronic Show, L’Oréal is introducing a new at-home hair dye technolofy called Colorsonic/ howdy! [Content & Commerce]( ['We looked to digital': How a regional grocery chain is using Facebook live shopping to get in front of more online shoppers]( Texas-based grocery chain H-E-B is leveraging Facebook live shopping to get a bigger share of audience as online shopping picks up. [All Latest Stories]( [Strategizing for the Future]( [Opportunity waits for publishers and marketers as cookie apocalypse looms: Digiday’s top trends for 2022]( Digiday's editorial team discusses trends they're keeping an eye on in 2022. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](