Executive Vice President, Measurement & Impact, Advertising & Partnerships, NBCUniversal
Kelly Abcarian is Executive Vice President, Measurement & Impact, Advertising & Partnerships at NBCUniversal. Abcarian spearheads the company's rapidly accelerating cross-platform and full-funnel measurement capabilities, leading innovation from impressions to impact at a local, national and global level across NBCUniversal's One Platform.
As consumer viewing habits continue to shift towards streaming and CTV, Abcarian leads a team tasked with pushing forward measurement solutions that reflect the all-screen future viewers have created, while providing advertisers with new opportunities to reach and target their key audiences. Additionally, she oversees the company’s attribution and ROI capabilities including Total Investment Impact (TII), which focuses on measuring and delivering what matters most to advertisers. Abcarian also plays an important role in the growth and development of NBCUniversal's data strategy, including efforts such as NBCU ID and the Audience Insights Hub. A member of NBCUniversal's Advertising & Partnerships leadership team, she is an essential voice in the marketplace, partnering with many of the leading trade organizations, measurement and technology companies on solutions and industry-wide initiatives.
Abcarian is an experienced executive with almost two decades of media and technology leadership in developing solutions for television, digital and CTV/OTT content and advertising platforms. Prior to joining NBCUniversal, she most recently served as GM of Nielsen’s Advanced Video Advertising Group, where she led the company's addressable initiatives including the strategic acquisitions of several key players within the space. Prior to that, Abcarian led Nielsen’s global audience measurement product portfolio where she was responsible for the creation of Nielsen’s Total Audience Product suite, along with the development of Digital Ad Ratings for CTV.
Abcarian held leadership positions at various leading technology and professional services companies, including Oracle, Siebel Systems and Arthur Andersen, and is a highly awarded industry leader having been named a Cynopsis Top Woman in Digital, Woman to Watch and Wonder Woman in Streaming by Multichannel News, an OUTstanding Ally; and a Top 100 Diversity MBA Executive Leader. Throughout her career, Abcarian has devoted herself to diversity, equity, and inclusion efforts as well as lifting up the LGBTQ+ community through allyship, from helping lead PRIDE activations to lobbying for new, more inclusive HR policies.