Four major US broadcasters are combining to offer advertisers automated buying, advanced formats and cross-platform measurement and currency for new platforms.
The move has been instigated by NBCUniversal which has dropped its previous reluctance to join the OpenAP platform. NBC will now join with OpenAP, alongside Fox, Turner and Viacom, bringing with it data capabilities from its own Audience Studio.
Krishan Bhatia, Executive Vice President, Business Operations and Strategy, NBCUniversal, said, “We have spent the last four years developing the industry’s best tools to empower advertisers to better target their marketing campaigns to desired audiences. We’re excited to unleash the capabilities of our Audience Studio for the rest of the industry and share our underlying technology to propel the entire business forward.”
In a joint statement, Fox’s President of Ad Revenue Joe Marchese, Turner’s President of Ad Sales Donna Speciale, and Viacom’s Head of Marketing & Partner Solutions Sean Moran said: “OpenAP was formed with a clear mission: to bring the industry together in order to advance the experience, efficiency and effectiveness of advertising. With NBCUniversal aligning with the consortium, we are all accelerating the industry’s efforts in providing more premium scale to drive greater adoption of advanced audience targeting, while laying the groundwork for future innovation.”
Giving advertisers a consistent platform, OpemAP helps them identify the viewers they want to target, using data from Nielsen and comScore to reach the same audience segment across their network.
