Following other TV network companies, Discovery Inc. is teaming with third-party measurement companies and a major media agency -- Omnicom Media Group -- in a trial to develop new currencies for advertisers for the upcoming television TV upfront advertising market.

Discovery says it is conducting the testing using data from measurement firms Comscore and VideoAmp and advertisers including AT&T and State Farm.

Jon Steinlauf, chief U.S. ad sales officer, Discovery, said in a release this is a good first step in moving to an “accredited person-based cross-platform currency.”

Other TV network groups have worked to develop new currencies. NBCUniversal has asked nearly 100 measurement companies for proposals, narrowing some potential players to be “certified” -- including that of iSpot.tv. That measurement company has recently disclosed advertising-related data -- with Publicis Media -- for the just-completed 2022 Beijing Winter Olympics.

In the testing efforts, late last year, Paramount Global formerly ViacomCBS, announced it was partnering with media agency Dentsu, along with VideoAmp for new currency metrics. Last month, WarnerMedia said it would be developing currency in a similar effort working with Comscore, iSpot.TV and VideoAmp.

This week, the Association of National Advertisers said it asked for proposals from media research suppliers to test alternatives to Nielsen’s TV audience measurement services.