The US Joint Industry Committee (JIC) has published a scoring rubric for cross-platform currencies and a six-month plan for its Streaming Data service.
The organisation, formed in early 2023 because of the “urgent need” for media measurement standardisation, shared a progress report on its measurement certification revealing it had sent requests for information (RFI) to measurement companies.
So far it has received answers from Comscore, InnovidXP, iSpot, SambaTV, VideoAmp, and 605. These responses will be graded in July with a standardised scoring rubric across nine categories, defined by a subcomittee of equal representation of buyers and sellers and approved by all JIC members, to certify “the transactional readiness of new cross-platform currencies”.
The scoring definitions range between 4 and 1. A score of 4 is “Best in class”, a score of 3 “Transactable but not best in class”, a score of 2 “Not transactable but approaching” and a score of 1 “Not transactable”.
Where measurement platforms sit in these bands will be ascertained through nine areas with weighted values adding up to 100% including: cross platform (12.1%), big data (11.6%), tech & infrastructure (11.0%), interoperability (11.9%), privacy (12.3%), transparency (12.7%), governance (8.5%), cross media transparency (10.4%) and planning and optimization (9.5%).
The JIC aims to complete the certification process before the start of the Broadcast Year in 2024 and described the publication and use of this rubric as “a critical next step towards a multi-currency future for video advertising”.
At the same time, the organisation has set out a plan for the launch of its Streaming Data Service, which will “unlock the power of big data for advertising measurement and analytics”.
It will be be developed on top of a purpose-built Federated Data Clean Room architecture including publisher census-level data, which is a system that has been deemed “privacy-centric” as it allows users to have “blinded access” to programmer first-party data to produce audience aggregated data packages.
By the beginning of Broadcast Year 2024 all publisher base-level viewership and ad impression data will be accessible through this clean room, and before the end of 2024 measurement companies will work on and propose templates ahead of production use.
