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September 9, 2021 | Authored By
We’ve long advocated for a more open and accountable marketplace, built on a foundation of trust, transparency, and shared values. These efforts include our most recent call to move towards metrics that tell the full story.
And we are not alone. There are many others who also believe this is the way forward, and are taking action. The ANA, OpenAP, and VAB have been leading this vital work. Collectively, they’ve agreed that OpenAP and the VAB will continue to focus on promoting interoperability across the TV premium video supply-side and work in tandem with ANA’s Cross Media Measurement initiative.
At the same time, NBCU’s measurement effort has been designed to include the widest community of industry stakeholders, so all initiatives and partners have complete awareness of and access to the companies participating in our measurement RFP process. And to ensure everyone can trust and benefit from this process, we’re also investing in transparency and accountability.
That’s why we’ll be joining the VAB’s new Measurement Innovation Task Force, which will convene and represent media companies in conversations around the future of measurement. This effort will also plug into NBCU’s newly created Measurement Innovation Forum, which will allow experts and leaders from across our industry—such as key brands, holding companies, and additional trade bodies—to weigh in the process and progress towards new measurement solutions. Both these initiatives already have widespread industry support, and the necessary momentum to drive meaningful action.
Over the coming months, the Measurement Innovation Forum will work to:
- EXPLORE: Understand the current and emerging players in measurement and identify opportunities to create an interoperable ecosystem of advanced, trusted, and flexible solutions.
- EVALUATE:Partner closely with existing initiatives to create and publish an industry-wide framework and best practices to ensure every new measurement yardstick meets the current and future needs of our industry.
- EXPAND: Discuss and strategize how new measurement yardsticks can scale across the industry, while solving for the most pressing challenges we face over the next few years: shifting multicultural audiences, accelerating streaming adoption, valuing premium content, and more.
This is a moment to lead transformation, rather than be led by it. Together—through both the Task Force and the Forum—our industry can build a measurement system that’s more transparent and trusted; that’s more interoperable, and enables uniformity across data sets, identities, and platforms; and that’s more accountable and beneficial to everyone.
In the next few weeks we’ll share details on all members for the new forum. We’re excited to do our part in building the future of measurement with the entire industry –because after all, measurement is a team sport.
