Audience measurement is at a crossroads. Over the last year, BARB started and promptly stopped measuring audiences on YouTube following a cease and desist letter from Google. The departing CEO of the TV joint industry committee (JIC) published a response in The Media Leader, arguing that what we do now, will determine the future of audience measurement. This panel explains what is happening and why it’s important for brand marketers. You’ll hear whether independent, jointly governed measurement frameworks remain critical to brands, and why. The panellists will discuss the future of JICs, third-party solutions and the impact of WFA’s cross-media measurement principles and debate market trust, transparency and comparability. Find out whether there still is a choice – or if we may now live in a platform defined measurement world whether we like it or not.