#USA #Los Angeles #digital advertising #Automotive Streaming Council #Streaming Media

Formation of the Automotive Streaming Council

On September 16, 2025, industry leaders came together to unveil the Automotive Streaming Council (ASC), a significant initiative aimed at enhancing advertising standards and transparency within the automotive streaming environment. The ASC is set to address pressing challenges associated with digital audio advertising and connected TV, harnessing the combined expertise of prominent figures in streaming media, technology, and data sectors.

Mission and Objectives

The primary objective of the ASC is to cultivate a more accountable and effective ecosystem for automotive advertisers. This self-regulating body intends to focus on critical issues currently plaguing the industry. These include fragmented measurement practices, ambiguous attribution models, and increasing concerns about data usage and ad fraud. By uniting various stakeholders, the council seeks to formulate guidelines that foster responsible innovation, improve ad experiences, and promote greater transparency across the board.

Brian Singleton, the Founder and CEO of EMG, emphasized the necessity of this council, stating, "Streaming is now essential for dealerships, but inconsistent standards and a lack of transparency create confusion in the marketplace." The ASC is viewed as a proactive measure to align the industry with principles that not only safeguard buyers but also encourage collaborative efforts and unlock the full potential of streaming as a performance-focused channel.

Founding Members and Their Contributions

The founding members of the Automotive Streaming Council include leaders from some of the most recognized companies in the streaming arena. This diverse coalition reflects a wide range of perspectives, ensuring that the council accommodates the complexities of modern automotive streaming.

• - EMG: Brian Singleton, CEO - Founder
• - Experian: Michael Kraut, VP of OEM Sales and Data Advertising Solutions
• - NBCUniversal: Abbey Berryman, SVP, Client Partnerships, Automotive Category Lead
• - Netflix: Chad Rumminger, Director of Automotive Advertising Sales Partnerships
• - Polk | SP Global Mobility: Joe Kyriakoza, VP & General Manager, Polk Automotive Solutions
• - Roku: Guy Schueller, Head of Industry, Automotive
• - Spotify: Greg Myrick, Director of Client Partnerships, Automotive
• - The Trade Desk: Matt Mendez, Senior Director, Client Development
• - Tubi: Rick Fellen, VP National Sales / Automotive

Each of these founding members was selected for their leadership in the streaming industry, highlighting their commitment to ethical advertising practices that prioritize performance and consumer privacy. By sharing insights and collaborating, these companies aim to establish actionable standards that will drive effective measurement, enhance creative quality, and safeguard consumer data privacy.

Initiatives for Effective Advertising

The ASC is dedicated to driving meaningful changes within the automotive advertising sector through a unified mission that champions integrity and effectiveness. Some of the specific initiatives outlined by the council include:

1. Establishing Clear Standards: Creating actionable guidelines for measurement, attribution, and advertising quality.
2. Providing Education and Resources: Offering guidance and research to aid buyers and sellers in navigating the constantly evolving landscape of streaming.
3. Encouraging Industry Collaboration: Fostering cooperative efforts across different sectors, including publishers, platforms, agencies, and dealerships, to support innovation and ensure consistency across advertising efforts.

Future Steps

The Automotive Streaming Council plans to convene its inaugural meeting in October 2025 during EMG's annual Streaming Automotive Summit, marking the beginning of its quest to spearhead positive changes in automotive streaming advertising. As the ASC sets its agenda, the coalition remains dedicated to ensuring that the automotive industry navigates the complexities of digital media effectively, thereby unlocking the full value of connected TV and digital audio.

In summation, the formation of the Automotive Streaming Council signifies a crucial step toward establishing ethical and efficient advertising practices. By uniting leaders from various facets of the streaming and advertising industries, the council aims to create a healthier ecosystem for automotive marketers that prioritizes transparency and performance.