A new online planning currency for the advertising industry looks set to become a reality after a recent summit meeting saw both advertisers and media owners agree on a way forward.
The summit was co-ordinated by JICIMS – the joint industry committee for internet measurement systems – with the ISBA Digital Action Group playing a lead role.
ISBA’s Media and Advertising Director Bob Wootton, who sits on the JICIMS board, said: “Despite a compelling business case for the system, it had been the reluctance of US media owners to help fund it – they feared a common currency could depress prices – that was the major stumbling block.
“Following the recent summit – and interventions by key ISBA members Bernard Balderston from Procter & Gamble and Richard Brooke from Unilever – the media owners became persuaded of the case.
“Advertisers and media owners are now all on the same page – they are all of the view that a single online currency will help accelerate advertiser usage and grow the medium.”
The JICIMS board will now draw up more detailed plans and an estimate of costs. The preferred option is a fully-funded audience panel along the lines of the Barb audience panel for television.
