Fox, NBCUniversal, Paramount, TelevisaUnivision, and Warner Bros Discovery, along with ad measurement company OpenAP have launched a new Joint Industry Committee (JIC) to work together on cross-platform measurement in the US.
The companies said in a press release that the JIC will enable multiple currencies with a primary focus of creating a measurement certification process. This measurement certification process will then establish the suitability of emerging cross-platform measurements solutions ahead of each companies’ 2024 upfronts. The Video Advertising Bureau (VAB) is also involved within the project.
The JIC has apparently begun to develop measurement certification standards and expects to formalise and announce them 1 March. On 25 April, the JIC will host an event to share a first look at progress being made toward accelerating the multi-currency future and upfront readiness of measurement partners.
The companies said that the JIC will also look to expand its membership to other premium video platforms and will look for participation from ad agencies and qualified trade bodies to “advance the multi-currency future.”
The JIC will fund key data initiatives as well as looking to establish and maintain a measurement certification process in partnership with the VAB. This certification process will be housed inside of the JIC for third-party measurement vendors operating cross-platform premium video currency services that will be operational by 2024.
It will also look to create a programmer data set to enable third-party measurement vendors by harmonizing streaming viewership data brought together by OpenAP infrastructure.
A third-party audit firm will be sought to verify the accuracy of the streaming viewership dataset in order to maintain measurement independence and neutrality.
Finally, the JIC will collaborate with the VAB and ANA to accelerate progress made to measurement calibration by both parties, as well as with other key industry trade bodies including the 4A’s, IAB, ARF, and more.
“The sustainability of the premium video advertising model depends on an ecosystem for measurement that is transparent, independent, inclusive, and accurately reflects the way all people consume premium video content today – across multiple screens, connections, and devices,” said Jeff Shell, CEO of NBCUniversal; Bob Bakish, CEO of Paramount; Wade Davis, CEO of TelevisaUnivision; and David Zaslav, President and CEO, Warner Bros Discovery in a joint statement.
“By coming together to establish this JIC, we can collaborate and accelerate the efforts to implement a new multi-currency future that fosters more competition, inclusivity and innovation and will ultimately better serve advertisers, agencies and consumers,”
