In the UK, The Joint Industry Committee for Internet Measurement Systems (JICIMS) is having to re-think its plans to establish an online audience measurement standard, following news that its original stakeholders have withdrawn financial support.
Industry bodies AOP, IAB, IPA and ISBA have confirmed that they are unable to commit to the estimated £15m required to fund the model for the next three years.
However, in response, JICIMS is to restructure to enable it to continue with the initiative, which will now be led by the IAB (Internet Advertising Bureau) and the AOP (Association of Online Publishers).
While the IPA and ISBA have now resigned as JICIMS shareholders, they may remain involved in advisory and governance roles as the organisation evolves into a new legal structure.
Bill Murray, Haymarket Director and AOP representative on JICIMS says that there remains total enthusiasm and support for delivery of a consistent planning/measurement currency from agencies, advertisers and media owners.
'The fantastic work completed thus far means we have a clear set of objectives for an industry planning currency and a well structured technical specification for what it must deliver. I have no doubt it can move the online ad industry forwards,' he adds.
JICIMS is to be renamed to continue with the process of moving to a unified online planning currency in the New Year.
'There have been mighty obstacles involving funding and structure,' comments JICIMS General Manager Peter Bowman, 'but we're certain now there is widespread support for unified data. In our new incarnation, we will work relentlessly to deliver the right data in the right way.'
Web site: www.jicims.org.uk .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.