• by Wayne Friedman , February 1, 2023

Key executives from a media owner committee (MOC) pushing alternative new advertising currencies will be making an appearance on a panel during NBCUniversal One23 ad-tech developer conference on February 8.

This includes Krishan Bhatia, president and chief business officer, NBCUniversal; John Halley, president of advertising, Paramount Global; and Sarah Squiers, executive vice president of business development, TelevisaUnivision.

The panel will also include Chief Investment Officers from four media agencies: Dentsu's Cara Lewis, Havas Media North America's Amy Ginsberg, Horizon Media's David Campanelli, and Omnicom Media Group's Geoffrey Calabrese.

David Levy, CEO of OpenAP, will also be on the panel.

On Jan. 9, the MOC, comprised of five TV-based, national programming media companies --  NBCUniversal, Paramount, TelevisaUnivision, Fox Corp., and Warner Bros. Discovery as well as OpenAP, an advanced advertising company -- announced that they would be forming what they called a “Joint Industry Committee” (JIC) focusing on creating new cross-platform currencies and to create a measurement certification process for the premium video marketplace. They subsequently invited agencies to join.

The MOC also includes the Video Advertising Bureau (VAB).

The MOC, which could ultimately evolve into a JIC representing equal say from the buy-side, plans to be operational with certified cross-platform audience measurement in advance of the 2024-25 upfront media-buying season.

Media executives tell Television News Daily a number of large media agencies are expected to soon become official members.