The U.S. Joint Industry Committee (JIC) today (Sept. 20) announced that Comscore, iSpot and VideoAmp have been granted conditional certification as a part of its ongoing currency certification efforts, per a press release shared with Marketing Dive by OpenAP.
The organization bills the move as a milestone in bringing transparency to the industry on solutions for measuring cross-platform transactional value at scale and enabling more competition in a multicurrency marketplace but acknowledged that establishing a contemporary measurement and currency ecosystem will take more effort and time.
“Throughout the method to this point, it is evident that — while there remains to be work to be done — we’re moving closer to having more currencies which are commercially ready for scalable transactions across each buyers and sellers,” reads a press release on behalf of the JIC.
Comscore, iSpot and VideoAmp will now move onto the info evaluation stage, with the JIC still trying to issue full certification in early 2024. Certification status will probably be granted on a two-year term and will probably be up for further audit and evaluation to receive recertification. Companies that receive and maintain full certification will probably be granted access to the JIC Streaming Data Service, which is about to launch in beta next 12 months and represents one in every of the JIC’s key guarantees to advertisers.
The announcement comes after an RFI scoring process that began in June with the general public release of the JIC’s Scoring Rubric. A JIC subcommittee with equal representation of buyers and sellers then used the rubric to guage and grade firms, with a subcommittee vote on Aug. 1 reviewed and approved by the complete JIC on Aug. 24.
The JIC will complement the currency certification process with a latest measurement certification track in 2024 to bring more partners into the combination. Innovid, an ad-tech firm focused on connected TV, said that while it is just not pursuing a currency strategy, it’s currently in CEO-level conversations with OpenAP and the JIC a few possible non-currency related partnership, promising more details “when the time is true,” per a press release shared with Marketing Dive.
The JIC represents a challenge to the long-standing measurement dominance of Nielsen, which has declined to take part in the JIC as a consequence of legal, operational and scientific reasons. The JIC’s latest move comes as Nielsen awaits Media Rating Council accreditation on its big data and panel data integration, which could come as soon as Sept. 27, per Ad Age.
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