SAN JUAN, Puerto Rico – Major media companies and advertising agency holding companies are coming together in the recently formed Joint Industry Committee to help set standards for ad transactions in cross-platform premium video. Spanish-language broadcasting giant TelevisaUnivision wants to ensure that these standards adequately reflect the growing Hispanic audience.
“There are still hundreds of national advertisers that do not spend in Spanish-language media, and a lot of that is due to, we think, false signal in data or lack of representation in data,” Daniel Aversano, senior vice president, data, analytics and advanced advertising at TelevisaUnivision, said in this interview at the Beet Retreat San Juan.
“There are things that we’re doing to solve that at TelevisaUnivision,” he said, pointing to its recently launched household identity graph and its participation in the JIC with media companies such as A+E Networks, AMC Networks, FOX, Hallmark Media, NBCUniversal, Paramount, TelevisaUnivision and Warner Bros Discovery.
“The Joint Industry Committee, I think, becomes a forum and a mechanism to standardize, create standards for media measurement, particularly in cross-platform as well as things like attribution,” Aversano said. “Representation will be a big part of that and that’s why TelevisaUnivision wanted to be part of the JIC because obviously we want to continue to push that forward.”
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