According to MTM, a research consultancy that works with the group, the consortium will launch later this month with the support of the European Association of Communication Agencies (EACA) as well as egta, the European trade association for TV and radio sales houses.
Adobe Systems and Alphonso, the TV audience verification firm, are also members of the consortium, which will examine areas such as advanced targeting, audience profiling, viewability and attribution, and advanced analytics.
The consortium believes that technology is opening up many opportunities, ranging from personalised interactions with viewers to new and better quality metrics, but taking advantage of these openings will require greater collaboration.
To that end, the consortium will conduct a programme of European industry seminars in March, which will inform a major report it plans to publish in Q2 2018, with further recommendations presented to stakeholders at a number of events throughout the year.
Commenting on the initiative, Jamie West, Deputy Managing Director of Sky Media UK, said: “TV has moved far away from being the piece of furniture in the corner of the room.
“The cross-border and cross-device nature of content means that we need to ensure that as the industry innovates we are able to harness data to increase effectiveness in planning, execution and analysis.
“More impactful, consistent, joined up and brand safe campaigns is what is demanded by advertisers and we need to make it as simple as possible.”
Jon Chase, Chair of EACA’s Media Agencies Council, added: “As audiences increasingly view content via various locations, devices and formats, the line between TV and digital video is blurring.
“Progress is being made to develop new techniques for cross-platform audience measurement and targeting, but more cross-industry and cross-border efforts are required to further enhance and harmonise measurement standards and practices.”
Sourced from Sky, Adobe, TVbeat, Alphonso, MTM; additional content by WARC staff