It’s described as “a unique identifier that enables the resolution of both linear viewership and digital audiences into a common identity framework.”
Introducing OpenID from Comcast-owned NBCUniversal’s advanced advertising company OpenAP.
As OpenAP sees it, OpenID has the power to “unlock” cross-platform capabilities for advanced TV advertising.
The news follows the recent launch of OpenAP’s SSP, which offers advertisers transparency and visibility of available premium video inventory at scale.
OpenID enables efficient matching with viewership currencies for distribution to multiple television publishers, NBCU notes, “evolving advanced TV from age and gender demographics to ID-based targeting.”
The ID is built on a graph of offline and online data and is able to connect directly with buy-side data partners and sell-side platforms.
“With this launch, advertisers will start every campaign by identifying an audience that will be resolved to a set of OpenIDs, which can be broad or narrow based on campaign objectives,” OpenAP notes. Audiences are defined at the ID level then matched to viewership data and platform IDs for linear, digital and addressable activation to create a unified, cross-platform OpenID audience. OpenIDs are shared with TV publishers for use in linear and digital campaigns, with publishers using their internal tools to build targeted media plans.
The OpenID is designed to allow TV publishers to maintain control of data and protect data leakage through the central identity framework, reducing onboarding costs, while creating standards that can unlock cross-publisher measurement and attribution.
“For advertisers, the OpenID increases speed of audience activation, reduces the reporting lag for OpenID audiences, and enables cross-platform use cases to drive investment,” OpenAP says. “Advertisers benefit from more effective campaigns and now have the ability to see who they are reaching across each environment.”
Participating publishers able to accept OpenIDs include AMC Networks, A+E Networks, Crown Media, Discovery, Disney, Fox Corporation, NBCUniversal, Univision, ViacomCBS, WarnerMedia and The Weather Channel.
“The acceptance of OpenIDs will facilitate cross-platform convergence when used to seamlessly onboard and activate data across publishers and platforms, powering cross-platform use cases requested by the buy-side with new capabilities planned for launch in Broadcast Year 2022,” OpenAP says.
The first agencies to integrate with and activate all audiences for advanced cross-platform TV campaigns as OpenIDs are dentsu Media, GroupM, Haworth Marketing + Media, Horizon Media and Omnicom Media Group.
Meanwhile, OpenAP has partnered with TransUnion as its identity backbone.
In an effort to provide increased value for advertisers, OpenAP is collaborating with The Trade Desk on behalf of the TV ecosystem to drive interoperability between the OpenID and Unified ID 2.0, the industry-wide initiative to create an upgraded alternative to third party cookies.