OpenAP, Open Sesame.
In an “open letter” from three major cable TV players released to the industry Wednesday morning (3/15), Fox Networks Group, Turner and Viacom have brought to light OpenAP, marketed as “TV’s Advanced Audience Platform.”
Founded by the consortium of “television publishers” and operated by “a neutral third-party auditor,” OpenAP becomes the television industry’s first open platform for cross-publisher audience targeting and independent measurement.
With full details on OpenAP scheduled to be shared at an event co-hosted by Fox, Turner and Viacom set for April 7, a glimpse at what the consortium’s tech tool will bring was given by Joe Marchese, President of Advanced Advertising Products at Fox Networks Group; Donna Speciale, President of Turner Ad Sales; and Sean Moran, Head of Sales at Viacom Media Networks in the industry letter.
“The evolution of television has brought new advances in audience targeting across premium publishers, which is enabling advertisers and agencies to drive more efficiency and more effectiveness with their TV budgets,” the executives state. “While demand for audience targeting has grown significantly, adoption has been limited by the fact that audience buying is not as transparent, as consistent and as easy as traditional guarantees. It doesn’t need to be that complicated. That changes today.”
This means marketers now have a single platform that agencies and advertisers can integrate with their own planning systems to activate advanced audience targeting and independent measurement within premium content.
“That premium content reaches 93% of all television audiences today, and we hope it will expand if additional publishers join OpenAP in the future,” the executives state. “This consortium is a necessity to move our industry forward.”