TV is changing – do Europe’s JICs need to change too? Europe’s JICs were built for the age of linear TV, when a small number of broadcasters and agencies agreed on a single national currency. Today is different. Streaming and on-demand viewing are growing rapidly, cross-screen consumption has fragmented audiences, and the supply of data has expanded dramatically, presenting new opportunities that require new governance, privacy, and data-sharing frameworks. TV is shifting from ratings to impression-based and audience-targeted transactions, from direct IOs to self-service and programmatic platforms. These new models depend on data interoperability and common taxonomies, areas in which JICs have typically had limited technical scope or authority.

Re-thinking the role of the JICs is not about abandoning the principles of consensus, transparency, and auditability – it’s about modernizing their role from currency managers to data-governance coordinators and ecosystem integrators.

How do we bring new ecosystem players – global streaming platforms, OEMs/TV manufacturers, ad-tech intermediaries, and data providers – into JIC models? What role can and should JICs play when cross-border platforms dominate TV viewing and TV is traded against multiple interoperable currencies serving different use cases (brand, performance, cross-platform, etc.)? How should JICs interact with global initiatives like WFA’s Halo, IAB Tech Lab’s Open Measurement) to align currencies with international trading requirements?