The council will evaluate areas of concern, look to accelerate the advancements of premium video, and propose new standards/guidelines, among other things. Freewheel says the group is not a trade association.
Initial members of the council include ABC, A+E Networks, Comcast, Discovery Communications, ESPN, 21st Century Fox, NBCUniversal, Turner Broadcasting System and Univision Communications. Freewheel is owned by Comcast.
Doug Knopper, co-founder/co-chief executive officer of FreeWheel, said in a release: “FreeWheel is taking a stand along with our council members to advocate, inspire and promote an open dialogue among marketers and standard-setting bodies.”
Digital media-buying and selling executives have long complained about measurement standards and delivery of video content, especially with regard to advertising messaging.