JIC Summit @ Cannes Lions: Progress Report - JIC Streaming Data Service

WHAT CAN WE DO COLLECTIVELY ACROSS THE INDUSTRY TO IMPACT OUR SPACE AND DRIVE THE ACCELERATION OF NEW CURRENCIES?
- DAVID LEVY

It was this question that ultimately led to the formation of the U.S. Joint Industry Committee earlier this year and what is driving the JIC's progress towards a census-level streaming data service. At the JIC Summit @ Cannes Lions, OpenAP CEO David Levy and President, Product & Operations Ed Davis unveiled the JIC Streaming Data Service architecture and how it will work, and laid the groundwork for what advertisers and measurement companies can expect from the JIC Streaming Data Service in the new year.

Watch the full presentation above.

WE NEED TO BE ABLE TO PROVIDE CENSUS LEVEL DATA AT SCALE, BECAUSE THAT IS WHAT SHOULD BE AT THE CORE OF MODERN MEASUREMENT.
- DAVID LEVY

It's time for measurement to catch up with modern viewership, and in an age of walled gardens, census-level data has to be at the core of the measurement DNA of the future. The need for a census-level dataset is the reason behind the JIC's new Streaming Data Service, which will be made available to measurement companies who are certified by the JIC for better and more actionable measurement.

But that doesn't mean measurement as we know it is going away. The goal is to enhance and evolve measurement, but building blocks like panel-level data that have defined measurement for years are still needed. "It's necessary to actually have panel-level data and census-level data to truly capture viewership in the right way," Levy said.

The JIC Streaming Data Service, once launched, will solve a slew of additional pain points for advertisers, publishers and measurement companies alike—including things like data accessibility, future-proofing for new privacy standards, and householding. "One of the biggest things we see as a challenge for this industry is consistency in householding when we create an audience and when we resolve campaign exposure data back post-campaign," Levy stated. "Making sure there is consistency in how those device IDs and IP addresses are resolved back to a household is incredibly important."

Most importantly, though, the JIC Streaming Data Service is purpose-built to be privacy-centric, ensuring that data owners maintain full control over their data and if, how and when it's used, and always in aggregate.

NO ID-LEVEL COULD EVER BE VISIBLE BY ANYBODY EXCEPT FOR THE PERSON WHO OWNS THAT DATA.THAT WAS A BASELINE REQUIREMENT.
- ED DAVIS