Raising the bar: towards a fully transparent, measurable and accountable TV/video ecosystem
An egta TV Charter on TV companies’ commitment towards the responsible and transparent measurement of advertising in the Total Video ecosystem
egta – the association of television and radio sales houses – supported by The Global TV Group has released a progressive TV Charter on television companies’ commitment towards the responsible and transparent measurement of advertising in the TV/video ecosystem.
The Charter was adopted by a vast majority of egta’s 155 member sales houses active in over 42 countries, as well as by notable industry trade bodies such as Screenforce (DE, AT, CH, FI, NL), Thinkbox (UK), ThinkTV (AU/CA) and the VAB (US) which comprise The Global TV Group.
The set of simple principles aims to raise the bar with regards to measurability, transparency of data and accountability and defines first-time measurement standards for the entire TV industry.
The ultimate goal set forward by egta and The Global TV Group is to build a solid foundation for the TV industry to move forward in unison – evolving audience measurement, setting the highest standards allowing for comparability on a global level and building bridges with industry stakeholders in an increasingly digital, multi-screen and cross-platform advertising landscape.