Today a host of our network and platform partners announced the formation of Joint Industry Council (JIC) to help implement standards and certification processes for premium video.
The goals, outlined in the official press release include:
- Establish and maintain a measurement certification process in partnership with the VAB that will be housed inside of the JIC for third-party measurement vendors conducting cross-platform premium video currency services that will be operational by Broadcast Year 2024.
- Create a programmer data set to enable third-party measurement vendors by harmonizing streaming viewership data brought together by OpenAP infrastructure.
- Engage a third-party audit firm to verify the accuracy of the streaming viewership dataset in order to maintain measurement independence and neutrality.
- 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.
While iSpot awaits details on how to participate in the certification process, as careful stewards of second by second ad measurement for hundreds of brands and partners to all TV networks, we can already confirm iSpot will invest in deepening its relationships with all parties involved.
Specifically because:
The coordination from Programmer/Publishers represents a good opportunity for the buy and sell side to focus on a common language and set of specifications to bring greater transparency and actionability to premium video.
We believe standards can enable brands to transact on TV and streaming using the metrics they know and trust, while reducing the amount of guesswork and layers of translation that can slow down all sides of the equation.
With all the fragmentation brought on by streaming and an explosion of consumer choice, brands need a unified view of TV advertising and an ability to invest in a way that suits their goals. That means the ability to measure streaming and traditional TV together – and the ability to toggle between advanced audiences and broad demographics across both linear and streaming. Networks agreeing to coordinate around premium video standards provides a pathway for optimized spending for brands and cuts down on wasted time, money and opportunities during critical campaign cycles.
As we continue our work as the new currency built for brands, we know the transformation to new systems is a process. Hopefully, through a coordinated approach, networks just made your job as a marketer a bit easier.