U.S. JIC Launches 'Scoring Rubric,' Examines Third-Party Data Submissions
- by Wayne Friedman , June 22, 2023
In order to grade third-party data providers, the U.S. Joint Industry Committee -- a media industry group looking to standardized cross-media measurement -- is publishing a “Scoring Rubric” to evaluate submissions for certification.
This involves a group of companies including Comscore, InnovidXP, iSpot.tv, SambaTV, VideoAmp, and 605.
The JIC's main effort is offering transparency about its process -- from “a direct result of the collaboration among buyers and sellers.”
Members of the group -- which include major TV network-based groups as well as media agencies -- were asked to weigh the importance of each Request For Information (RFI) question in each of nine categories.
The nine categories include: cross platform; Big Data; tech and infrastructure; interoperability; privacy; transparency; governance; cross media transparency; and planning, optimization, and activation.
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A score was used to assign values of each category with a four being “best in class and the currency meets all the requirements.”
Grading of the RFI responses will be done in July, with those deemed to be "transaction ready," going through an evaluation process before a vote of certification by the full committee.
The goal here is to complete the certification process by the start of 2024 broadcast season.
Wayne: As repeatedly advised, this "consortium" is NOT a JIC. JIC's have established principles, modes of operation, and independent expert management (non-profit) that provide a currency (singular!!) for a medium based on years of experience globally. Perhaps the best example of a JIC today is BARB in the UK.
What is clearly evident to me and many of my international colleagues from your report and the issues this consortium has already revealed, is the significant value, efficiencies and effectiveness that a real JIC would provide the industry. i.e. Developing a leading edge basis for a single media trading currency that can ultimately be applied across all media that has meaningful relevance to programmers and campaign outcomes, e.g., person-based Eyes/Ears-On versus 'content rendered counts', aka so called "viewable impressions" that have NO persons measure or their actual exposure involved. Ed Papazian & I have been consistently recommending this framework for years based on the leadership in audience measurement of the OOH industry.
Multiple currencies??? Which one would you like? How much money have you got?
Tony, I'd throw OzTAM in AU as well as BARB... having just released VOZ. And VOZ data can be 'injected' into other research systems as 'the TV currency'.
And it's not just TV that has a JIC. We have CRA (for radio), IAB Australia (for digital), OMA (for OOH), AMAA (for print), Morgan (for readership), Val Morgan (for cinema).