Fox, NBCUniversal, Paramount, Warner Bros. Discovery and TelevisaUnivision are teaming up with advanced advertising firm OpenAP and the Video Advertising Bureau to establish a new Joint Industry Committee (JIC).
The committee will “enable multiple currencies with the primary focus of creating a measurement certification process to establish the suitability of emerging cross-platform measurement solutions in advance of the 2024 upfront.” It will also create a new unified streaming viewership dataset through OpenAP.
“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,” NBCUniversal CEO Jeff Shell, Paramount CEO Bob Bakish, Warner Bros.