According to a press release, Fox, NBCUniversal, Paramount, TelevisaUnivision, and Warner Bros. Discovery, as well as OpenAP and the Video Advertising Bureau (VAB), have formed the Joint Industry Committee (JIC).
The committee will work to enable multiple currencies and develop cross-platform measurement solutions for streaming video. With a goal of having solutions in place before the 2024 rolls around, the JIC will announce its measurement certification standards on March 1 and will share its progress at an event on April 25.
Also read: Strategies to Deliver a PhyGital (Physical + Digital) Customer Experience (CX)
The partners hope to include other premium video programmers, work with ad agencies and trade organizations, as well as play a bigger role in the development of cross-platform measurement standards that would strengthen the streaming video ad ecosystem.
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