NBCUniversal is attempting to crack the twin bugbears of quality content and measurement by staging a media summit on 28 November at which it is hoped these issues can be thrashed out once and for all.

Attended by media buyers, TV networks, digital media, video distributors, ad-tech platforms and some hand-picked advertisers the gathering will seek to arrive at a standard methodology for deciding where adverts are placed and measure their viewers.

Corralled by NBCUniversal’s ad sales chief Linda Yaccarino, delegates will be invited to an intimate setting in which they will be invited to set aside professional rivalries in the interests of arriving at a mutually beneficial code of practice.

At stake is millions of dollars in advertising as advertisers query the value of content on platforms such as YouTube or the robustness of Facebook’s metrics, which it is feared could curtail potential revenues.

Thus far initiatives have been limited to competing coalitions of media companies, thwarting efforts to create an industry-wide framework for audience measurement; transparency in reporting ad results; and creating safe environments for advertisers.

NBCUniversal is no stranger to acting as an honest broker after trailblazing the introduction of a new audience metric which calculated how many people actually watched adverts rather than simply skip through them.