Media ratings consortium OpenAP and and the Video Advertising Bureau, have formed a joint committee with TV giants Fox, NBCUniversal, Paramount, TelevisaUnivision, and Warner Bros. Discovery, with …
In an announcement, the committee said the goal is “to enable multiple currencies with the primary focus of creating a measurement certification process to establish the suitability of emerging cross-platform measurement solutions in advance of the 2024 upfront.”
In a joint statement, CEOs Jeff Shell of NBCU, Bob Bakish of Paramount, Wade Davis of TelevisaUnivision and David Zaslav of WBD expressed optimism about the potential of their collaboration. “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,” the statement said.
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