The U.S. JIC (joint industry committee) this morning announced it has granted "conditional certification" to three alternative ad currencies for cross-platform -- linear and nonlinear TV -- negotiations: Comscore, iSpot and VideoAmp.
The move follows iSpot's acquisition of a fourth -- 605 -- and the pullout of a fifth, Innovid.
In a separate statement Innovid said it did not expect to be certified as an ad currency, but is pursuing certification as an audience-measurement service as part of the JIC's plan to expand into that as a separate process sometime next year (see related story).
The only other alternative currency provider participating in the JIC's certification process not to be granted conditional certification is Samba TV.
The JIC said the three conditional certifications were granted because the companies "scored to be transactable" based on an initial stage of its certification rubric and that they are anticipated to be awarded full certification in early 2024.
"Companies were evaluated and graded based on the level of transactability as outlined in the previously shared rubric, with each company required to receive a score of three in all categories to receive conditional certification as a cross-platform currency," OpenAP CMO Brittany Slattery explained in an email to MediaPost, adding: "The scores were reviewed by the subcommittee on August 1, 2023, and a vote on conditional certification was taken. This vote was reviewed and approved by the full joint industry committee on August 24."
OpenAP, which is owned by the major TV companies spearheading the JIC, has been playing a key organizing and management role throughout the JIC process to date.
Slattery explained that full certification will be granted to the currency suppliers that pass a subsequent "data evaluation" phase, following a vote by the JIC's subcommittee.
Full certification will be granted for a two-year term beginning January 2024, and that the currency suppliers will be subject to an audit and data-evaluation process within that window to maintain their certification.
Slattery said new alternative currency suppliers can apply and Samba TV can reapply in June, as part of an annual JIC time frame, but that "companies may petition for an off-cycle certification window that will be subject to approval via a vote by the JIC."