The audit is designed to test whether media measurement providers can meet baseline requirements for operational functionality, transparency and usability.

JIC said that of particular note was Comscore meeting JIC’s benchmark for transactability in personified demographics as part of the audit, joining iSpot and VideoAmp as being verified as transactable across personified demographics, households and advanced audiences.

The JIC’s audit process was designed and executed by a cross-functional working group of data, analytics and investment leaders from both leading media agencies and national TV publishers.

The working group defined, applied and evaluated more than 699 tests across three primary deal types to make sure new currencies are not only technically viable, but operationally ready for real-world planning, pricing and reconciliation.

Results of the audit were reviewed and approved by the JIC’s measurement subcommittee before reaching a majority vote within the full committee of combined media buyers and sellers.

A statement from the JIC said: “As innovation in measurement continues, it is critical that media buyers and sellers have the time and ability to thoroughly analyse updates to new methodology so that we can have confidence in each currency. This requires a level of transparency from each provider that ultimately breeds trust and confidence in their solution.

“We applaud Comscore, iSpot and VideoAmp for their continued commitment to building and operationalising currency grade solutions and equally as important for dedicating the time and resources to participating in this critical process.”

Jon Carpenter, chief executive at Comscore, said: “Receiving full JIC certification, particularly for our persons-based data, underscores Comscore’s commitment to setting a higher standard for media measurement.

“This signals to the industry that Comscore continues to lead the way in delivering scalable, accurate and certified measurement solutions that our clients can trust.”

VideoAmp executive chairman Peter Liguori said: “We’re proud that VideoAmp’s currency grade measurement has once again earned JIC accreditation. The timing could not come at a more critical moment as the advertising industry is in flux, planning an upfront based on a methodology that is volatile.

“The JIC accreditation serves as a reminder that uncertain times require higher, not lower standards. All efforts should benefit the ultimate end users – the advertisers and brands who deserve the highest fidelity data to create the best return on their valuable media investments.”