Comcast-owned NBCUniversal yesterday (April 19) announced that it has joined TV providers Fox, Turner and Viacom in the OpenAP consortium, a partnership where participants pool resources to better aid advanced TV media buying.
OpenAP helps advance audience targeting capabilities by collectively harnessing members combined data capabilities to improve automated media trading on new platforms, advanced formats, cross-platform measurement, and developing a new TV ad currency.
Specifically, the latest move will see NBCUniversal license its Audience Graph – a consumer targeting tool made available via its Audience Studio – fusing these audience insights with OpenAP’s standardized data sets in order to accelerate developments in the participating members’ video offerings.
According to NBCUniversal, OpenAP now lets advertisers create audience segments and buy national television campaigns across each company’s portfolio which, combined, represent 50% of total TV inventory across national broadcast and cable entertainment.
Krishan Bhatia, NBCUniversal, executive vice president, business operations and strategy, 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.”
In a joint statement, Joe Marchese, Fox’s president of ad revenue, plus Donna Special, Turner’s president of ad sales, and Sean Moran, Viacom’s head of marketing & partner solutions, added: “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.”
OpenAP launched in 2016 by Fox, Viacom and Turner as a consortium of television publishers and is operated by a leading, neutral third-party auditor. It offers cross-publisher targeting and independent posting for advanced audiences.
NBCUniversal will participate in The Drum's Video Futures event, hosted in New York City on May 8, along with representatives from Diageo, GroupM and Telaria. Attendance is free, click here to register