This article is part of the May 2023 Spotlight US series, ‘The upfronts – what they mean in 2023’ Read more
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...