Streaming has transformed viewership. Now, the JIC takes a critical first step towards a census-level streaming data service.
Panel-based measurement has fallen short of accurately measuring audiences for some time, and it will not stand up in a streaming-first viewership ecosystem. Advertisers and programmers alike need a solution anchored in big data to accurately and completely capture streaming audiences. Mike Fisher, Executive Director, Investment Innovation at GroupM, and Kelly Abcarian, EVP, Measurement & Impact at NBCUniversal, sat down with OpenAP CEO David Levy at the JIC Measurement Summit to make the case for a census-level streaming dataset for video advertising. And it's not just a pipe dream, OpenAP's Ed Davis ended the session by laying out the roadmap for how the JIC plans to achieve it, and marking the first milestone in the process.
Watch the full conversation above.
This is one of the biggest north stars this JIC can accomplish in these next 12 months, and it's critical we get this right and we don't lose time in trying to get there.
-Kelly Abcarian
The way people consume long-form video has already changed, and it's time for measurement to catch up. That's why the JIC is focused not only on setting standards for currency-level measurement, but also creating a census-level streaming dataset. That takes collaboration—all programmers coming to the table with their streaming viewership data to create a dataset that is truly representative.The status quo simply won't suffice in the age of streaming. In fact, it hasn't sufficed for some time in today's complex and fractured video ecosystem. "The definition of insanity is doing the same thing over and over again and expecting to see different results," Abcarian said. "We cannot, as an industry, believe that we can use small panels...to measure the sophisticated addressable CTV consumer."
We are very bullish on the role big data is going to play, both short term and long term, in our decision making.
-Mike Fisher
A census-level streaming dataset would allow advertisers to have a better understanding of viewership and campaign performance, and to make better decisions with that data. Because it would be data owned by the sellers, not the measurement companies, it's putting power back in the hands of those making the transactions."A measurement is not the same thing as a currency," Fisher stated. "The buy and sell-sides should be the ones to determine how we transact." What is and is not a currency should not be dictated by a third party, he continued. The goal: for agencies, both JIC members and non-members alike, to be able to build off standards to create tools and insights that deliver the most value to clients.
How do we get there? OpenAP's Ed Davis outlined the roadmap ahead to enable a census level streaming dataset within the next year.
This idea of pulling apart access from possession of the data has really lowered the barrier for experimentation. The innovation that can occur around these big data sets is no longer relegated to the people who possess the data and can guarantee its protection. Now, you can access the data in a very controlled way.
-Ed Davis