Nielsen And The JIC Can’t Agree; When Search May Lead You Astray – AdExchanger

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Currency Contest

Can the TV industry’s currency debate get any hotter? (For something so in the weeds, that is.)

Guess so. Nielsen has formally repudiated the broadcaster-backed joint industry committee’s (JIC) video standards agreement.

In a letter to OpenAP, the data vendor behind the JIC, Nielsen writes that the initiative must fix “fundamental issues” before it would consider joining.

Nielsen called out the committee’s stance that big data analytics is better than panel-based measurement. (Imagine that.) The JIC requires currency vendors to disclose if it reports campaign projections based on panels “representing less than 10% of the universe.”

The JIC drama will continue at least throughout the TV upfronts next month since this currency flareup is actually a subplot of that grand soap opera. This upfront season will be an interesting test of sales leverage because advertisers won’t be changing their…

Read Full Story: https://news.google.com/rss/articles/CBMiPmh0dHBzOi8vd3d3LmFkZXhjaGFuZ2VyLmNvbS9hZC1leGNoYW5nZS1uZXdzL3R1ZXNkYXktMjUwNDIwMjMv0gEA?oc=5

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source: https://news.oneseocompany.com/2023/04/24/nielsen-and-the-jic-cant-agree-when-search-may-lead-you-astray-adexchanger_2023042443962.html

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