Seven of the biggest media-buying agencies on Madison Avenue and Roku have joined a media-industry effort that aims to count TV audiences in new ways. Dentsu, WPP’s GroupM, Horizon Media, Int…
. Along with Roku, Hallmark Media and the industry group Video Advertising Bureau, the companies have issued a new set of minimum requirements for acceptance of several new measurement technologies that TV networks would like to implement more quickly.
“From the beginning, we have been clear that buyers and sellers need to work together to build a more sustainable future for premium video advertising,” said David Levy, CEO of Open AP, in a prepared statement. “We believe that if we’re going to transform the way video is measured, the buying community must have a seat at the table in defining new standards.
The new requirements spell out minimum standards in areas such as infrastructure, privacy, interoperability and governance that some of the new measurement currencies must embrace in order to be considered. The media companies would like to introduce the new audience-tabulation methods before 2024. “Standardization across all measurement currencies is critical for our ability to scale a multicurrency future, and the infrastructure we create must work for both buyers and sellers. The announcement of the JIC’s initial set of requirements for cross-platform transactions is the first step toward creating a future for video advertising that reflects how people are consuming video today. We believe it will ultimately spur competition and innovation in measurement,” said Dentsu, GroupM.
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