Top Madison Avenue Media Buyers, Roku, Join Media Giants in Bid to Certify Measurement Methods
Brian Steinberg Senior TV Editor Seven of the biggest media-buying agencies on Madison Avenue and Roku have joined a media-industry effort that aims to count TV audiences in new ways. Dentsu, WPP’s GroupM, Horizon Media, Interpublic Group’s IPG Mediabrands, Omnicom Group’s Omnicom Media Group, Publicis Media and RPA have all lent counsel to the U.S. Joint Industry Committee, a consortium formed in January led by Fox, NBCUniversal, Paramount, TelevisaUnivision, and Warner Bros. Discovery and their Open AP joint venture that hopes to vet and certify a dizzying array of audience-measurement technologies that have come to market in recent months. Along with Roku, Hallmark Media and the industry group Video Advertising Bureau, the companies have issued a new set of minimum requirements for acceptance of several new measurement technologies that TV networks would like to implement more quickly.