“Expanding on conversations with the ANA, the JIC has elicited participation from advertising agencies to give the buy side a seat at the table in helping define the standards for new cross-platform currencies,” according to an OpenAP spokesperson.
“Each agency was invited to nominate three leaders to represent their respective organizations, with those individuals serving in investment, research and advanced activation roles.”
The initial announcement of the "JIC" was met with criticism from executives who said the group was not a real JIC -- since it only included media sellers, not media buyers.
Now, executives who are close to the effort say that by participating in the JIC Measurement Certification Council, agencies can influence the standards and requirements for both demographic and advanced new currencies. They will receive access to currency audit data during the certification process, and results to help develop a new streaming dataset.
Previously, the "JIC" had said it 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).
Executives also say the "JIC" is not looking to replace the Media Rating Council (MRC) or other media organizations that certify measurement firms.
The creation of a new, cross-platform measurement certification is to 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.
National TV programmers in the JIC group include Fox Corp., NBCUniversal, Paramount Global, TelevisaUnivision, and Warner Bros. Discovery.
This story has been updated.
There is a great deal more to establishing a JIC than "elicited participation from advertsising agencies". Baased on global experience with JICs I suggest a lot more! Fundamental issues: OpenAP is solely owned by the US broadcast networks - potential conflict of interest. IAB and ARF both include research vendors in their memberships - needs to be tripartite with no research vendor influence. With great respect, ANA and 4As have not shown themselves to be on the forefront of audience media research. Etc; etc; etc.
As Joe Mandese opined, if it's a currency there can only be one - as JIC's worldwide manage and deliver for each media platform. The Europeans have a great deal of expertise with JICs. That this "MOCkery" has got this far and is so misinformed is rather staggering.
Following up on Tony's points, is this "JIC" going to have a dedicated staff of research experts that put the various "alternative currencies" through their paces---leading towards "certification"? Or will each participating company assign someone to attend various meetings---if they have the time---and many wont have the time?Also, in order to properly evaluate any proposed "currency" dont you need to do comprative independent research in order to satisfy yourself that what you are reviewing is correct? Who pays for that?
Which raises the question of consistency as well as funding---if a professional staff is involved to provide continuity and independent, objective, expertise who pays for it? And how will these "alternative currencies fully "vetted"---like Nielsen ? Will the MRC be called in to do its part of that job. Finally, if, say, five "alternate currencies" are "certified", does this mean that each seller chooses which "currencies" it uses---rather than a single "currency" being crowned as "the winner"? Or are we not really trying to find a new standard "currency" at all?
In my years of AU JIC experience, the more people in the room the less chance of agreement or success. I also agree that ANA & 4As are essential - despite poor attendance they must have a say. Shibboleths need to be parked at the door, and all possibilities need to be examined. And finally, there will be no single perfect vendor - just get the best you can for the available funds.