Currency Must Catch-Up To Measurement With Collaboration:’s Muller

The last couple of years has seen a veritable Cambrian explosion of alternative TV currency and measurement systems – but the emerging evolution needs a helping hand before it settles down. That is the view of many industry executives who welcome the recent creation of a Joint Industry Committee (JIC) to iron-out ecosystem differences. In […]


More CTV Equals Better Reach At Optimal Frequency: iSpot’s Muller Reveals NBC Findings

CANNES — It is now more than half a year since NBCUniversal joined the alternative media measurement movement by tapping new-wave measurement provider So what has been discovered so far? In this video interview with Beet.TV, Sean Muller, Founder & CEO,, lifts the lids on the main trend lines. Test and learn NBCUniversal […]


Olympics Spur High Completion Rates for TV Ads: CEO Sean Muller

The Olympic Games generate billions of dollars in advertising sales as one of the few events with a global audience. This year’s television coverage Winter Olympics is Beijing is noteworthy for its extensive distribution among streaming channels, reaching viewers on connected devices such as smart TVs. Ad-measurement company has been running tests with network […]


NBCUniversal Joins Alt-Currency Movement, Taps For Next Upfront

January 2022 is shaping up to herald a Cambrian explosion of new video currencies. NBCUniversal says it has picked as its first cross-platform Certified Measurement Partner for cross-screen video, starting with a “test-and-learn” approach for the “alternative currency” with Publicis Media this Q1. That will lead to “massive pilots” for the 2022 Olympic Winter […]’s Demographic Upgrade Aligns TV & CTV

SEATTLE – Nielsen may have this week announced its plan introduce the holy grail of media measurement – unified cross-screen measurement – but, with the plan’s full implementation four years away, brands are still left needing to fill the gap. That’s where Sean Muller comes in. The founder and CEO of, a TV measurement […]


Measurement Needs Evolution, Not Revolution:’S Muller

SAN FRANCISCO, CA — In the digital TV age, the old ways of measuring TV audiences often come under scrutiny. But should you throw the baby out with the bath water? No, according to CEO Sean Muller. “Measurement is not broken per se,” he says. “There’s no reason to reinvent current age, and gender type […]’s Muller: Advertisers Leading The Way On TV Attribution

Led by direct-to-consumer brands, marketers are ahead of the curve when it comes to attribution of television advertising spending. “The advertisers have actually been doing attribution for much longer than the media companies and the agencies,” says Sean Muller, Founder & CEO of “So we see the advertisers as actually driving the marketplace forward […]


NBCU’s iSpot Deal Uses ACR To Prove TV Ad Value: Muller

If only broadcast owners really knew what ads viewers were watching, maybe then they could prove the value of their advertising to brands. But that prospect is no longer just a possibility, it is a reality, and NBCUniversal just became one of the latest to undertake the practice. It inked a deal with, a […]