Brand Attribution Project Makes Steady Progress

Jeff Eales of Granada Media reported briefly to the Nice MRG Conference on the work of the ITV Technology Group – formed to look at brand attribution and electronic trading.

Most progress had been made with the former, the result of which, Jeff hoped, would be a standard industry list of naming conventions for advertisers, brands and agencies implemented by June 1999. Eales said that this would solve a major problem of differing names across all the main industry systems from DDS to AGB to MMS. The IPA was backing this initiative, and a meeting would be taking place at the IPA at 8.30 on December 1st to explain progress in more detail. JICRIT – the radio industry’s electronic booking system – is also considering involvement.

All TV sales houses will have also agreed a standard transmission file for spot logging by April 1999, which can be used with the existing NOMAD trading system, or with future competitors.