The group, comprised of research, analytics and insights heads from TV publisher companies, including NBCUniversal, will work with existing industry initiatives including the ANA’s cross-media measurement initiative, OpenAP’s OpenID, and a measurement innovation forum set up by NBCUniversal.

Sean Cunningham, president and chief executive, VAB, said: “The time for action and innovation on measurement is now.  

“As each of these complementary initiatives explore, evaluate, and expand new measurement yardsticks, our new task force will provide regular feedback, questions, and perspective on behalf of every VAB member company.

By combining the insights of existing initiatives and the involvement of the task force, we can finally build a future that works for our entire industry.” 

NBCUniversal recently called for a new approach to media measurement, calling existing methods ‘outdated'. 

The NBCU measurement group aims to understand current and emerging players in measurement and ‘identify opportunities to create an interoperable ecosystem of advanced, trusted and flexible solutions', the company said in a blog post, as well as evaluating measurement best practice and expanding measurement approaches to scale them across the industry.