streaming<\/a> data (more on that below). The two obvious players in the space are Disney and Netflix, each of which have launched new ad-supported streaming tiers in recent months.<\/p>\n\n\tFor decades, measurement giant Nielsen has dominated the TV currency market through its panel-driven products, though in recent years other competitors, and new products from Nielsen, have complemented those efforts.<\/p>\n
\n\tA common currency is seen as a requirement for advertisers, media buyers and programmers to meaningfully transact.<\/p>\n
\n\tThe new committee suggests that the future of premium video, be it on linear TV or streaming platforms, will have multiple currencies for programmers and marketers to transact with. Nielsen, it should be noted, will be one of those currencies.<\/p>\n
\n\t\u201cThere was a fair amount of alignment and coalescence around the need for it, how to do it and also with whom,\u201d Bhatia added. \u201cThere\u2019s a handful of new measurement companies and currency providers that have emerged as the leaders, in addition to the incumbents, and at the same time, I think it still wasn\u2019t moving fast enough to really take advantage of the opportunity to ensure a more accurate, more precise and a more speedy way of measuring cross-platform premium video.\u201d<\/p>\n
\n\tNotably, the companies are also agreeing to create a programmer data set that will harmonize first-party viewership data from their respective streaming services (think Paramount+, HBO Max, Peacock, etc.) using OpenAP infrastructure. <\/p>\n
\n\tThe group intends to have the viewership data audited by an independent auditor, and to work with third parties like the Video Advertising Bureau (VAB), Interactive Advertising Bureau (IAB), Association of National Advertisers (ANA) and other trade groups to accelerate measurement efforts.<\/p>\n
\n\tAgencies and advertisers will be able to choose which currencies they want to transact with.<\/p>\n
\n\t\u201cWe want to make sure that we\u2019re aligning on standards, and have common definitions of what an impression is, or what a view is, or how a stream is calculated, and we want to make sure that each of the individual programmer groups are looking at it from the same point of view and that all of the measurement companies \u2014 whether or not it\u2019s Nielsen or VideoAmp, or ComScore or others \u2014 that they are also aligned to the same definitions,\u201d said Jim Keller, EVP, Digital Ad Sales and Advanced Advertising at Warner Bros. Discovery. \u201cWe don\u2019t think that the industry moves forward if there are different ways of looking at the same types of data sets. And if we do it all in a privacy-compliant way, we believe that we\u2019ll be able to move the business forward collectively.\u201d<\/p>\n
\n\tIn an indication of the significance of the move, OpenAP released a joint statement attributed to NBCUniversal CEO Jeff Shell, Paramount CEO Bob Bakish, TelevisaUnivision CEO Wade Davis and Warner Bros. Discovery CEO David Zaslav.<\/p>\n
\n\t\u201cThe sustainability of the premium video advertising model depends on an ecosystem for measurement that is transparent, independent, inclusive, and accurately reflects the way all people consume premium video content today \u2013 across multiple screens, connections, and devices,\u201d the CEO statement said. \u201cBy coming together to establish this JIC, we can collaborate and accelerate the efforts to implement a new multi-currency future that fosters more competition, inclusivity and innovation and will ultimately better serve advertisers, agencies and consumers.\u201d<\/p>\n<\/p><\/div>\n
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\n Alex Weprin<\/p>\n","protected":false},"excerpt":{"rendered":"There\u2019s significant movement in the evolution of premium video advertising\u2019s \u201ccurrency.\u201d On Monday, OpenAP, the advanced advertising firm founded by the owners of most of the large TV networks, says that it will create a joint industry committee to focus on premium video currency, with the intent to have multiple currency options in place ahead<\/p>\n","protected":false},"author":1,"featured_media":595802,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1798,22153],"tags":[14293,7858],"class_list":{"0":"post-595801","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"category-giants","9":"tag-entertainment","10":"tag-giants"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/595801","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=595801"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/595801\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/595802"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=595801"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=595801"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=595801"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}