The standards include such "core foundational elements" as requiring big data to be at the center of cross-platform viewership projections, with panels used for calibration high-quality identity resolution that maximizes match rates the support of data clean rooms an identity spine built on third-party sources and full transparency into all datasets used and all methodologies applied. The announcement of the JIC's initial set of requirements for cross-platform transactions is the first step toward creating a future for video advertising that reflects how people are consuming video today," according to a joint statement by several media agency executives.
"Standardization across all measurement currencies is critical for our ability to scale a multicurrency future, and the infrastructure we create must work for both buyers and sellers. Executives across investment, research and advanced activation function from these media agencies will be part of an operating group around the new standards, providing input and buy-in from the media-buying side of the business. The group was formed at the start of the year with plans to enable multiple currencies and establish cross-platform measurement solutions for streaming video.įounded by major national programmers, along wth OpenAP and the Video Advertising Bureau (VAB), the JIC has taken a step forward by signing on top media agencies Dentsu, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media and RPA. The JIC's establishment of certification criteria requirements - even in the form of simple minimum standards across several areas - represents a milestone in advancing a multicurrency future ahead of the 2024 upfronts.
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