The JIC are still working through the process, but their goal is to set standards and criteria needed to certify multiple measurement currencies for the premium video landscape. VideoAmp, which Foxtel have partnered up with, was one of the audience measurement companies invited to apply, together with iSpot, Samba TV, and Innovid-TVShared, among others.

“If you look at the US market now and their Upfront season, nearly every publisher spoke about alternative currencies they were using. VideoAmp and iSpot were driving it mostly in the US.”