Just days after a TV industry initiative to form an ad industry "JIC" released its criteria for certifying cross-media ad currencies, Google's YouTube unit this morning released its own set of principles, asserting that true cross-platform audience measurement should be platform agnostic and inclusive.

"We’re siding with marketers who need to measure reach across all platforms, regardless of the content creator, video length or camera quality. This will improve consumer ad experiences and help marketers and agencies drive much needed efficiency in their media investments," Managing Director of YouTube/Video Global Solutions Kate Alessi writes in a post this morning on Google's Ads & Commerce blog.

"We propose five principles that, when adopted, ensure solutions can meet marketer needs and improve consumer ad experience," she continues, citing:

• Comprehensive: Measurement must provide a unified view of audiences across TV, CTV/OTT and online platforms.

• Fair & Comparable: We should use the MRC viewable impression as the basis for counting impressions, reach and frequency, and report other metrics, such as duration, separately.

• Privacy-Centric: Only solutions that are privacy-centric can meet consumer expectations and be durable for marketers long term.

• Independent & Trustworthy: Solutions should be publisher agnostic, marketer-oriented, with transparent and auditable methodologies.

• Actionable For Advertisers: We support competition and choice in measurement, while avoiding unnecessary complexity and costs for advertisers and agencies.

Alessi described its principles as "foundational" and called on the ad industry to "adopt clear principles" and utilize a principle-based approach reflecting the goals of major ad trade associations including the Association of National Advertisers and the World Federation of Advertisers in order to create a "fair ecosystem."

While the post does not explicitly attack the fledgling TV-centric JIC's -- or joint industry committee -- rush to formalize its own set of standards, Alessi writes: "No new silos. Audience is king, so measure it all on a fair and comparable basis. Don’t silo video inventory based on arbitrary concepts like production value or curation."

The TV-centric JIC, which is being led by TV industry-owned OpenAP and the Video Advertising Bureau, currently includes TV companies and ad agencies, but no advertisers and certainly not pure-play internet video services like YouTube.