National TV programmers in the group include Fox Corp., NBCUniversal, Paramount Global, TelevisaUnivision, and Warner Bros. Discovery.
The creation of a new, cross-platform measurement certification will be established in conjunction with a new, unified streaming viewership dataset through OpenAP.
Starting this month, a measurement certification process will begin for third-party measurement firms in partnership with the VAB.
In April of this year, the joint industry committee (JIC) will host an initial event with the goal of accelerating multi-currency industry efforts.
In addition, the JIC plans to create a programmer data set where third-party measurement firms' data will meld with streaming viewership data.
Executives close to the new group say the JIC will not be dictating which currencies media agencies or advertisers choose. It will also seek active participation from ad agencies to advance the multi-currency future.
Executives also say the JIC is not looking to replace the Media Rating Council (MRC) or other media organizations that certify measurement firms.
The group also expects more TV programmers to join the committees in the coming months, with the requirement that platforms are focused on premium long-form video content, and agree to the same guidelines as existing members in sharing streaming data.
A joint release from Jeff Shell, CEO of NBCUniversal; Bob Bakish, CEO of Paramount; Wade Davis, CEO of TelevisaUnivision; and David Zaslav, president/CEO of Warner Bros. Discovery, said:
“By coming together to establish this JIC, we can collaborate and accelerate the efforts to implement a new multi-currency future that fosters more competition, inclusivity and innovation and will ultimately better serve advertisers, agencies and consumers.”
There will also be third-party audit firms to verify the accuracy of the streaming viewership data.
The JIC also wants to work fully with VAB and the ANA, as well as with other ad groups including the 4As, the Interactive Advertising Bureau (IAB) and the Advertising Research Foundation (ARF).