Joint Industry Committee
The fight for dominance in the measurement of tv viewers has been among the most heated in the television sector in recent years. The battle between some broadcasters has heated up because there was always a concern on how to measure audiences to be able to sell ads inventory to advertisers.
OpenAP is an industry advanced ads company that JIC firms are using to standardize audience segmentation categories that can be utilized by advertisers across all media platforms.
In a joint statement, David Zaslav, President and CEO, Warner Bros., Wade Davis, CEO of TelevisaUnivision, Bob Bakish, CEO of Paramount, and Jeff Shell, CEO of NBCUniversal they said “The 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 –across multiple screens, connections, and devices. By 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.”.