On Monday, a group of national broadcasters announced the formation of a joint industry committee (JIC), together with OpenAP and the Video Advertising Bureau, that aims to create a standard to support multiple cross-platform video currencies in time for the 2024 upfronts.
Launch partners include Warner Bros. Discovery, NBCU, Paramount, Fox and TelevisaUnivision, with plans down the line to add other premium (aka long-form) programmers and collaborate with ad industry bodies, such as the ANA, 4A’s, IAB and ARF.
But there is one name notably absent from the initial list: Nielsen.
Ad Exchanger reports the committee is more than open, however, to having Nielsen pull up a chair, said Jim Keller, EVP of digital ad sales and advanced advertising at Warner Bros. Discovery, which recently inked a partnership with alternative currency provider VideoAmp.
“We’d encourage Nielsen and all of their competitors to participate in this process so we can align on standards, because the programmers aren’t going to set standards ourselves – we need a lot of different people in the room,” said Keller, who noted that he met with numerous agency folks to talk about this topic while he was at CES in Las Vegas last week.
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