The JIC will have the primary focus of creating a measurement certification process to establish the suitability of emerging cross-platform measurement tools by 2024.

Measurement certification standards are expected to be agreed and announced on 1^st March 2023, and the JIC will make further announcements in April this year.

The JIC is also looking to expand its membership to other video programmers, as well as advertising agencies and trade bodies.

Starting this month, the JIC will create a programmer data set to harmonise streaming viewership data and engage a third-party audit firm to verify the accuracy of streaming viewership data.

Last year, NBCUniversal announced 33 participants in a forum to reform advertising measurement and called for ‘measurement independence’ in the media industry, saying that current approaches to measuring media were outdated.

Jeff Shell, chief executive at NBCUniversal, Bob Bakish, chief executive at Paramount, Wade Davis, chief executive at TelevisaUnivision, and David Zaslav, president and chief executive at Warner Bros Discovery, said in a joint statement: “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.”