Fox, NBCUniversal, Paramount, TelevisaUnivision and Warner Bros. Discovery, along with OpenAP and the Video Advertising Bureau (VAB), have formed the Joint Industry Committee (JIC), which will work to enable multiple currencies and establish cross-platform measurement solutions for streaming video.
The formation of the JIC by four of the major TV networks is the latest in a flurry of recent industry steps to develop cross-platform measurement solutions amid the proliferation of streaming platforms. By bringing a level and standardization to streaming, JIC hope to position themselves as leaders in the race to serve advertisers, agencies and consumers in an increasingly competitive space.
The JIC will announce its measurement certification standards on March 1, with a goal of having solutions in place before the 2024 upfronts.
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