The subcommittee included representation from media companies A+E Networks, AMC Networks, Fox, Hallmark Media, NBCUniversal, Paramount, Roku, TelevisaUnivision and Warner Bros Discovery; media agencies Dentsu, GroupM, Horizon Media, IPG Mediabrands, Publicis Media, Omnicom Media Group and RPA; and industry organizations OpenAP and the VAB.
The participating measurement companies were also given the rubric with at least two weeks to provide feedback.
“The need for standardization in cross-platform measurement has been the catalyst for both buyers and sellers to work together to create a modern measurement ecosystem that captures media behavior of today’s consumer,” said Helen Katz, executive VP of research at Publicis Media, in a statement. “We have applied considerable rigor and thoughtfulness into designing a robust scoring rubric that will serve as the foundation to allow us to determine currency readiness for transaction at scale, and we’re pleased to give the industry transparency into our progress.”
Also read: Nielsen's absence felt at inaugural JIC event
The JIC, formed earlier this year to create standards for alternative currencies, released criteria for certification in March as it called for measurement companies to participate in its process.
While a large portion of the media industry has convened around the JIC, its efforts have met resistance from some significant outliers—namely Nielsen. In response to the JIC’s RFI to measurement companies, the longtime default currency provider’s CEO of global audience measurement Karthik Rao penned a letter refusing to join in.
Rao’s primary hesitancies included an assumed bias for big data over panel data (which Nielsen has historically dealt in), antitrust concerns and a lack of transparency into the scoring process—all of which OpenAP has since rebutted on behalf of the JIC.
Nielsen’s Rao said he sees the release of the certification criteria and scoring system as positive and in line with some of what he’s asked from the group. Though he had not yet seen the document as of Wednesday morning, he had been told it was coming. And despite Nielsen’s reservations about the process to date, a team of Nielsen representatives, not including Rao, attended today’s JIC event in Cannes.