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

Stephen Whiteside

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 2023with the objective of enabling multiple currencies...

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