Looking to address the demand for growing cross-media platform measurement needs for this upfront selling period, a media-focused joint industry committee ("JIC") of TV network-based media sellers -- and now media agency holding companies  -- will be holding an “upfront-style” event on April 27, at Aspire at One World Observatory in New York City.

The JIC says it will show off an update on its main effort -- that is the process in establishing a new “baseline set of standards” for third-party measurement vendors that  TV-media buyers and sellers can use for future cross-platform media deals. 

It will also reveal a first look at the “architecture” of its new streaming data service. 

The group was formed in January of this year, among major TV-network based media-selling companies that include NBCUniversal, Paramount Global, Fox Corp., TelevisaUnivision, and Warner Bros. Discovery.

The group is working with advanced advertising company Open AP.  

Other companies -- including media agency holding groups -- joined later. 

Media agencies include Dentsu, GroupM, Horizon Media, IPG Mediabrands, Omnicom Media Group, Publicis Media and RPA. Streaming platform Roku has joined as well.

Other TV network groups in the JIC include A+E Networks, AMC Networks and Hallmark Media.

The list of speakers for the event will include executives from Dentsu, Havas Media, GroupM, Magna, and Omnicom Media Group and measurement/data companies including Comscore, Innovid, iSpot, Nielsen, Samba TV, VideoAmp, 605, and OpenAP --  as well as insurance marketer Geico, media consultant MediaLink, and Roku.

At the time of its launch, executives close to the new group said the industry group would not look to replace other existing media auditors such as the Media Rating Council.

Still, the JIC said a measurement “certification” process would proceed for third-party measurement firms in partnership with the TV ad industry group, the VAB.