Xandr Adopts OpenID to Streamline Audience-Based Buying in National TV

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Advanced advertising company OpenAP has formed a new strategic alliance with AT&T’s ad technology platform that will enable OpenAP’s OpenIDSM audiences inside Invest TV, Xandr’s buyer self-service platform for linear television.


Buyers using Invest TV will now be able to activate unified audiences across all of the U.S.’s largest premium TV publishers and utilize those audiences in their Invest TV buying workflows.

Xandr will adopt the OpenID, a unique identifier launched by OpenAP that enables centralized activation of advanced audiences for use in campaign targeting, and OpenAP will accept demand from Xandr’s Invest TV buying platform. Invest TV will use OpenAP’s Audience Activation API, RFP and Proposal APIs, as well as its Campaign Post API, supporting interactions between Invest TV clients and publishers accepting demand through OpenAP’s platform.

The collaboration signals a commitment from both organizations to grow the market for audience-based advertising across the entire national video footprint.

With this integration, OpenAP and Xandr will enable a buyer to activate an audience target centrally with OpenIDs and use that OpenID audience within Invest TV to define deals, distribute and collect RFPs across publishers, review and request changes to proposals and analyze post-campaign reporting.

Advertisers will benefit from a consistent ID-based audience used for transacting on a national footprint of premium television advertising inventory, enabling deduplicated reach estimates and reporting.