How a cross-discipline Joint Industry Committee could transform US video measurement

A new Joint Industry Committee (JIC) focused on premium video measurement is the first such body in the United States and holds out the promise of transforming the space.

A measurement revolution in the video space is gathering momentum in the United States.

Driving this transformation is the country’s first Joint Industry Committee (JIC), officially launched in January 2023 with the objective of enabling multiple currencies for transacting on “premium” and “long-form” video content before next year’s TV upfronts.

Advertisers in nations including the United Kingdom and Australia are used to depending on cross-industry bodies for rigorous and reliable measurement data. One key point of difference for the US, as it adopts this model, is that it wants numerous currencies to base media transactions on.

“JICs are...

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