Comscore, iSpot and VideoAmp Pass JIC Mid-Term Audit

In the US, the collaborative forum of media buyers and video suppliers known as the Joint Industry Committee (JIC) has completed its mid-term audit and confirmed the accreditation of three audience measurement firms, Comscore, iSpot and VideoAmp.

Formed in January 2023, the 'JIC' describes its aim as 'defining a more transparent and sustainable model for long-form video measurement.' The audit is intended to ensure that measurement providers can meet the baseline requirements for operational functionality, transparency and usability, making them suitable as transactional currencies in ad buying.

The audit process consisted of three parts: Data Evaluation Questions, Total Ad Supply and a detailed analysis of live sports, described as 'the most demanding arena in TV advertising' and therefore a stress test for the solutions. Providers submitted two years of ad- and telecast-level data across all currency types, and this was used to test whether audience impressions were stable over time, logically additive, and consistent across networks and inventory tiers. All three providers passed, confirming their data can reliably be used to value media, according to the body. iSpot and VideoAmp had previously achieved the JIC's benchmark for transactability in personified demographics, and Comscore has now joined them, meaning that all three solutions have been verified as transactable across personified demographics, households and advanced audiences.

The JIC said in a statement, 'We applaud Comscore, iSpot and VideoAmp for their continued commitment to building and operationalizing currency grade solutions and equally as important for dedicating the time and resources to participating in this critical process.'

VideoAmp Executive Chairman Peter Liguori responded to the news: 'The JIC's transparent process, conducted by many audit committee members who also sit on MRC's audit committee, should instill confidence in advertisers that they can confidently transact on other currencies.' Comscore CEO Jon Carpenter (pictured) comments: 'Receiving full JIC certification, particularly for our persons-based data, underscores Comscore's commitment to setting a higher standard for media measurement. We are the only provider that marries big data with methodological rigor in a way that is recognized by both the MRC and the JIC. This signals to the industry that Comscore continues to lead the way in delivering scalable, accurate, and certified measurement solutions that our clients can trust.'

Nielsen, which earlier this year announced MRC accreditation for its combined 'Big Data + Panel' service, is not participating in the JIC assessments, initially raising concerns over the JIC's methodology, missing platforms and Nielsen IP. It also raised doubts about the relationship between the JIC and the MRC, and the two bodies later issued a statement clarifying the differences between them, and stressing the JIC's role in providing more rapid assessments whereas the MRC's process is 'far more rigorous'.

Web site: www.usjointindustrycommittee.com .