In an AV advertising landscape that’s drawn to predictability and guaranteed payback, joint industry currencies can seem less relevant - even those that integrate ad exposure across linear, on-demand and streaming audiences.

Yet advertising can only reap what it sows, first creating demand and then harvesting it when people are ready to purchase.

That makes JIC data about audience exposure — evidence that’s transparent, objective and statistically reliable — a vital ingredient in MMM solutions that analyse the whole consumer journey, giving advertisers crucial evidence about the effectiveness of all their AV investments.

Only with the full picture of ad effectiveness can all players in the AV ad industry continue to thrive.