- 2 giorni fa
Advanced TV Conference 2026: sul palco Michael Murrins, Managing Director, JICs, Broadcasters & Publishers (EMEA) - Nielsen
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00:00I think the gap is narrow enough now that we have solutions to bridge that gap and bring this together
00:06So I think the time is now to get this done
00:10So hi guys, so first I just learned I'm again the only one not doing it in Italian
00:15So next year I promise I do the intro in Italian at least I practice
00:19So yeah, thanks for having me again
00:21I've been here last year and I was very pleased to be invited to come back and talk about this
00:27Very interesting topic from my point of view again
00:32And actually it's always a good excuse to come to Milan
00:35So my name is Michael for those who don't know me yet
00:38And I'm currently the managing director for all Jigs broadcast and pub share business from Nielsen and Emilia
00:43Except Italy that's with my friend Luca and his fantastic team
00:48And I today I want to talk a bit about what I talked about last year
00:52And that is why I called it sequel because in the last year a lot of things have happened
00:56In this case around advanced TV, especially streaming integration into currencies
01:02So we do a second round
01:04And I'm a lot into history. I like history a lot
01:06So for those who don't like history, I have bad news
01:09We'll do a second round of a history lesson as well as a start
01:12And then we take that and try to understand and draw some learnings what it means for media currencies
01:18And if it works, here we go
01:20So last year this is our friend Kublai Khan and I presented him because I
01:24I explained that he was owning one of the biggest land empires that ever existed in mankind
01:31And what he did, which is interesting for our cases
01:34Like he introduced a fiat currency, like paper money
01:37To his empire to foster trade, make it easier
01:41Having a trustable currency that everybody can use
01:45So end of story, right?
01:47Like why would I bring him up again?
01:49So guess what? He failed
01:51Big time
01:52And that is what I want to talk today about a bit
01:54Like why he failed and what the learnings are that we can draw
01:58And how we can use that to actually integrate things like streaming measurement
02:02Into currencies in today's media world
02:05So one of the reasons why he failed is he wanted to fund a lot of his big military campaigns
02:09To expand his empire
02:10Like making it even bigger
02:12So he gave up on some principles he had
02:15Like backing up his currency with gold and silver
02:18He started to endlessly print money in order to fund everything that he wanted
02:23And then in the end it failed
02:25Because the number on the paper wasn't actually worth the paper it was written on anymore
02:30So nobody trusted the currency
02:32And he lost all the trust and nobody used it
02:34They tried to get it back up and running
02:36But the trust was gone, the currency was gone
02:39So the things he gave up on were two main things
02:42That are very important for having trust in something like a currency
02:46So first is principles
02:49So every currency needs to be backed up by principles
02:52Think about the paper and the value written on it
02:57The principle is that the state is backing that up
02:59Or any sort of authority
03:00You can trust that it's worth the number
03:04And the other one is then discipline
03:05When you have a currency you need to be disciplined
03:07In order to issue to the market
03:09In order to run it
03:10In order to use it
03:12So both of these things he gave up
03:14He lost principles by not backing him but up anymore
03:16He lost the discipline
03:17He started to completely randomly print money
03:21So in the end he lost trust
03:23And if we want to put it into some sort of schema
03:27I came up with what I call the three circles of trust
03:30And that is what we're going to use today in this section
03:33To understand how that works with media currency
03:36So the first circle is principles
03:40So every currency, especially in our media world
03:42Needs a principle you need to follow
03:44And that doesn't mean it can't be flexible
03:46Yet you have the core of a currency
03:48Needs to be principles like comparability
03:51Like verifiable granularity
03:53Whatever that is
03:54There needs to be some principles
03:56You need to follow through
03:57And you shouldn't deviate from that
03:58No matter what you do
03:59If you have linear TV
04:00If you have digital, B-Vault, S-Vault
04:02Whatever you want to integrate
04:05So once you have that
04:06You need discipline to stick to
04:08That's probably the hardest one
04:10Everybody who does a bit of exercise knows that
04:12Discipline is the hard one
04:13Because it makes some days very boring
04:15It makes some days very hard
04:16You don't want to go to the gym and train
04:19But you have to do it anyway
04:20It's the same here
04:21Sometimes there's an easy way to do some things
04:23Things like streaming integration into a currency
04:26But that doesn't mean it's the right thing
04:28Often the right thing is the hard thing
04:29So you need to think about
04:31How do you stick to the discipline
04:34Meaning living the principles
04:35You set for your own standards
04:37And sometimes that means missing an opportunity
04:39But I think in the longer term
04:42It's better for the trust
04:45And then the last one is partnerships
04:46So partnerships in our world
04:48The media world
04:49I would see like
04:50It's the backup of gold and silver
04:53Like the old currencies had
04:55Like the trust
04:56Because you have the local broadcasters
04:58The publishers
04:59The advertising agencies
05:00The international streamers
05:02Like everybody who's using
05:04Or is being integrated to in currencies
05:06Is backing that up
05:07If the market is using it
05:08If you have the partnerships
05:09And the market to use it
05:10That inherits trust
05:12So you have principles
05:14Discipline and partnership
05:15As the three circles
05:16That will form a trust into a currency
05:19And that is what a currency needs
05:23So the question now with that principle
05:26How do we integrate things
05:27Like advanced TV metrics
05:29Streaming as an example
05:31And it was mentioned a couple of times
05:32Earlier today
05:33Into currencies to succeed
05:35By applying these type of principles
05:38And I'll talk a bit about
05:39What we would do
05:41Also related to the Italian market
05:43So our North Star
05:45As I mentioned
05:45Are these three circles
05:47When we think about integrating
05:49There was a term called
05:50And I come to that
05:51In a second server to server
05:52For example
05:52When you have Amazon in Germany
05:55The three core metrics
05:58Is the principles
05:59Which means
06:00From our point of view
06:01The solution we are building
06:02When we work with currencies
06:03And not open markets
06:05We try to stick to the JIC requirements
06:07Which is granular input
06:09Like the input defines the output
06:11That is a key part in JIC measurement
06:14In currency measurements
06:15Means everybody is comparable
06:17You have the MFAR principles
06:18European Media Freedom Act
06:20For some of you who might know
06:21That outlines some of those principles
06:23You need to be verifiable
06:25You need to be part of an audit
06:27If you want to
06:28And the market allows you to do that
06:30So these are the things
06:31That we're trying to inherit
06:32And say like
06:33Hey these are the principles
06:34We built our solution on
06:36Then the other one is discipline
06:38It's partly on us
06:39It's partly on our partners
06:41In the market we work with
06:42To stick to these principles
06:43And build these things
06:44The way they should
06:45Without much of the divigation
06:47From all the other solutions
06:48In the market
06:49Thinking about an SDK integration
06:50And a server to server
06:51It has to be comparable
06:52And sticking to this
06:54Sometimes is hard
06:54It's a lot of discussions
06:56But it's worth it
06:58In order to have
06:59This even level playing field
07:00We want to create
07:01And then the last one
07:02Is partnerships
07:03Which from our perspective
07:04In this type of measurement
07:05The key partners obviously
07:06Are the authorities in the market
07:08The joint industry committees
07:10The local champions
07:11The streamers
07:11Like everybody who wants to participate
07:13In this type of measurement
07:13Is the partnerships
07:15That we try to work with
07:16In order to make this happen
07:19So talking about the principles
07:20Is the first one
07:22Italy had a fantastic start
07:24For all of Europe honestly
07:25The MFA was one
07:26Which is the European regulation
07:28The other one is
07:29The Yagicom announced
07:30These principles
07:32You can see on the screen
07:33And overall
07:35It sort of like summarizes
07:36Our North Star a bit
07:38But it was a great start
07:39For all of Europe
07:39Because everybody is looking
07:40At Italy
07:42To understand like
07:43How
07:43What are the principles
07:44You can apply
07:45When you integrate
07:45One of the big streamers
07:46For example
07:47Into some sort of
07:48Currency measurement
07:48And when they issued that
07:50It echoed a lot
07:51In Germany
07:52In France
07:53And all the other big markets
07:54Where we had all of those discussions
07:56On how to evolve
07:57And develop those currencies
08:00And some of the key principles
08:01I mentioned
08:01Right
08:02It's like comparability is one
08:03Processing rules
08:04Census verification
08:05Like those key things
08:07That we all talk about
08:08When we want to create
08:08This even living playing field
08:10And make sure that
08:10Everybody is treated right
08:12And equal
08:12Without any big exceptions
08:15But it means
08:17You need to be flexible
08:18In the sense
08:19You do it
08:20So our approach
08:21The way we call it
08:22Is this serve-to-server approach
08:24That some of you heard
08:25And we can have a lot
08:26Of more discussions
08:27After this
08:29It compares to the SDK integration
08:31Which is sort of
08:32The standard
08:32When you think about
08:33The first party
08:34Sensor-stata integration
08:35That you have in markets
08:36And the best way
08:37For us to frame it up
08:38And compare it
08:39Is the Lego bricks
08:40Like the Lego set
08:42You buy at a store
08:44So with an SDK
08:45You buy the Lego set
08:46With all the bricks
08:47And the instruction
08:48To put it together
08:48And then you take it
08:50I'll take it to my home
08:52I put it together
08:52I bring it to your home
08:53You put it on the shelf
08:54And be merry with it
08:55Server-to-server
08:57Works the same way
08:57You have the same bricks
08:58And the instruction
08:59I go to the store
09:00And buy it
09:01But then I go to your home
09:02We sit together
09:04In a room
09:05And we buy it together
09:06And then we put it on the shelf
09:07So same input
09:08Same output
09:10Same instructions
09:11The process
09:12And the support part
09:13In this
09:14Is slightly different
09:16That is what I mean
09:18With flexibility
09:19But the core principles
09:20Are intact
09:21With this type of integration
09:24So and then
09:25It comes to the disciplines
09:26When you put this together
09:28For content measurement
09:30In particular
09:30When you talk about the jigs
09:33You need to have
09:34Input controlled
09:35And defined
09:36And stick to it
09:37From a discipline perspective
09:38So we focus on
09:39Three different pillars
09:40In this
09:41One is viewing data
09:42Which includes
09:43All the information
09:45In detail
09:46And granularity
09:47Second by second
09:48On the measured
09:49Data that is viewed
09:51Duration
09:51These things
09:53Metadata is the other one
09:54Like the title
09:55The length
09:55Any sort of asset IDs
09:57That is tied to it
09:59And then there is
09:59An important part
10:00In this one
10:00That is called
10:01The audit ping
10:02It has nothing
10:02To do with an audit
10:03Just to be clear
10:04But the audit ping
10:05Is called that way
10:06In a bit
10:07Because it's
10:08A direct connection
10:09Between a server
10:10And our server
10:11There's nothing in between
10:12So we actually
10:13Can verify this view
10:15Happened
10:15When we start to
10:17Calculate and put together
10:18All the metrics
10:20Into the reports
10:21We need to send out
10:21So it's the three pillars
10:23We put in
10:23And discipline
10:25Because we need to
10:26Stick to it all the time
10:29It's changing
10:33Okay
10:34It's not changing again
10:36Now it goes
10:38And then you stick
10:39To the process as well
10:40Like the data production
10:41Independent if it's
10:42The SDK
10:42Or server to server integration
10:44It goes to
10:45The same collection server
10:46It goes to
10:46The same credit process
10:47It goes to
10:48The same JIC processing
10:49In the back end
10:50And the JICs
10:51In this case
10:52Can use it
10:53To process it
10:54The way they
10:54Do it with the SDK
10:55Data as well
10:56Because it has
10:56It's the same granularity
10:57And that's the key part
10:59In this
11:00So you move
11:01Through all the integration funnel
11:04Same way
11:05Independent which
11:06Option you choose
11:07And that's the part
11:08Of this one
11:09Is the SDK
11:10Or server to server
11:12It's the same
11:13Product portfolio
11:13The server to server
11:14Has not been invented
11:15To support a specific
11:17Set of clients
11:17Like sometimes
11:18Somebody thinks
11:19Like hey
11:19It's just a platform
11:20Solution
11:20It's not
11:21The difference
11:22Is basically
11:23The scalability of it
11:24If you think
11:25Of a regional champion
11:26Like a big broadcaster
11:27Who has
11:27Entities in
11:28Three different
11:29Four different markets
11:30It is
11:31The same way
11:32Interesting for these guys
11:33Versus the streamers
11:34Every time you are
11:35Have a scalable opportunity
11:37Outside of one country
11:39It's easier to scale
11:40Because the implementation
11:42Works in a different way
11:43Versus an SDK
11:43Where you go market by market
11:45Player by player
11:46So that's the big difference
11:47In this one
11:48But it's not
11:48Specifically streaming
11:50Or streamer solution
11:51It's a market solution
11:52For whoever
11:53Wants to pick it up
11:56And then the last one
11:57Is the partnership part
11:59So it's a collaborative effort
12:01Because we talked about it
12:03In some of the panels before
12:04AGF launched
12:05The Amazon integration
12:06End of last year
12:08It's the first of its kind
12:11I hope there will be
12:12Some more soon
12:13The other announcement
12:15That I put here
12:16Is like
12:16The AudiCom announcement
12:17To have this
12:19Committee
12:20With Netflix
12:21Amazon
12:21Disney
12:21Google
12:22Being part of it
12:23To have similar discussions
12:24On how to integrate
12:25Media between France
12:26Is doing a similar thing
12:27So in all the big markets
12:28You have the similar discussions
12:30The partnerships are there
12:31So in the old world
12:33Where TV is coming
12:34From the linear side
12:35And digital is coming
12:36From the right side
12:38They're moving towards each other
12:40And I think
12:41The gap is narrow enough now
12:43That we have solutions
12:43To bridge that gap
12:44And bring this together
12:46So I think the time is now
12:48To get this done
12:51So when you then
12:52Apply those principles again
12:53And looking at the status quo
12:56The principles
12:57I would call it as done
12:58Because with AGCOM
13:00For example
13:00Italy has set those principles
13:02On how to do it
13:03On a broader scale
13:04The partnership is done
13:05Because you started to integrate
13:07Or collaborate
13:08In the JIG environment
13:10With some of those platforms
13:11So that is done
13:12The discipline part
13:13Is probably never done
13:14But this is where
13:16We need to work together on
13:17To stick to those principles
13:19To stick to those partnerships
13:21To stick to the currency expectations
13:23Creating the value
13:24It has to the market
13:25In order to make this happen
13:29So last year
13:30When the clicker works again
13:32I closed with this quote
13:34It was from
13:35Johann Wolfgang from Goethe
13:36It's in Germany
13:37It's probably a surprise
13:38So what is not started today
13:39Is never finished tomorrow
13:40It altered the answer
13:41Because after a year
13:43Of doing this now
13:44And having discussions
13:45With a lot of you guys
13:46In Germany
13:47Also in France
13:49We started now
13:50So let's finish this
13:51Together
13:52Thank you
13:54Thank you
13:55Thank you
13:56Thank you