NEW YORK — Advanced television advertising company OpenAP has brought to market a new cross-platform measurement framework backed by national TV publishers that is designed to provide advertisers with more choice in measurement tools.
How so? XPm can help facilitate “an open and independent measurement ecosystem,” OpenAP says.
For TV publishers, the benefit is a “common solution to proactively deliver on marketplace demands,” OpenAP notes. Importantly, it shifts TV from siloed measurement of
linear and streaming viewership to ID-based targeting and measurement.
XPm is being described by OpenAP as the collective TV publisher response to the Association of National Advertisers’ (ANA) call to evolve to a cross-screen media measurement framework for marketers.
As OpenAP explains, XPm is built on the central TV identity spine, OpenID, and powers the sharing of campaign exposure data with third-party measurement companies in privacy safe environments. The framework enables the resolution of data to OpenIDs so that unified ID-based audiences can be used for both targeting and measurement, and it facilitates cross-platform reporting on campaigns that span multiple publishers across both linear and premium digital video viewing environments. As a result, advertisers whose campaign was run using OpenIDs will benefit from post-campaign XPm reporting insights that include baseline metrics such as deduplicated unique cross-platform reach, total cross-platform impressions and average frequency per OpenID reached.
OpenAP CEO David Levy notes, “Holistic cross-screen advertising has been an elusive challenge that publishers, measurement providers and advertisers alike have been grappling with for too long. New innovations have made it possible to use the same IDs for campaign targeting and as for measurement, giving marketers the ability to understand not only how many people were reached but who specifically was reached across all screens. We believe cross-platform measurement at the ID level is the future for TV advertising, and we’re thrilled to link arms with our partners to bring optionality and more choice of solutions to market.”
The VAB, as part of its new Measurement Innovation Task Force, will operate as the governing body of XPm in order to create common standards and establish controls on how data is used on behalf of TV publishers. Measurement company requirements will be defined by the Task Force, with all solutions subject to validation and verification by the VAB to ensure transparency of methodology and technical integration with OpenID.
Participating XPm measurement companies include Comscore, iSpot, Nielsen, VideoAmp and 605, with Innovid offering enhancements to digital measurement for use in XPm reporting. GroupM, dentsu and Horizon Media have also joined as the first agencies to pilot the framework for XPm reporting insights.
VAB President/CEO Sean Cunningham notes, “This is a seminal moment for the TV ecosystem, which is only just at the beginning of an era of tremendous innovation, collaboration and transparency. The future of video advertising will be built on and shaped by modern measurement solutions that allow for competition in the marketplace and more choice for advertisers — which is delivered by this initiative on an open stage. The coming months and year ahead will be defined as a period of game-changing advancement for our industry.”
In development since early 2020, XPm has undergone what OpenAP calls “an extensive development stage to establish the necessary connections with measurement companies, data providers and publisher systems and entered beta in late summer 2021. “OpenAP will collaborate with all involved parties in a continued XPm reporting beta period to review
data, test results and collect further inputs from both publishers and advertisers ahead of the target launch of XPm reporting in Q1 2022,” it notes.
