The quality conundrum: It will be hard for the JIC to develop a framework that keeps both network and digital partners happy. Programmers are concerned that a measurement system equating studio-produced content with user-generated and low-cost videos could lead to oversupply, drive prices down and make programming investments financially unfeasible.
- YouTube’s response to the JIC’s proposals was that all video impressions regardless of platform should be measured in a uniform way and argued against siloing content according to arbitrary factors like production value.
- That prompted a response from the Video Advertising Bureau warning that only those with high volumes of low-investment content stood to benefit from a singular measurement, which could create a race to the bottom.
Our take: WBD choosing to forgo iSpot as a currency and the JIC’s back-and-forth with YouTube are growing pains of an industry searching for new norms. That the JIC exists at all shows the media industry attempting to provide a bridge to advertisers, but it will struggle to create standards that keep everyone satisfied.
Want to know more about what's going on with TV currencies? Keep an eye out for our upcoming report from senior analyst Evelyn Mitchell, Ad Measurement H1 2023, due out in April.