NCC Media and OpenAP partner to expand audience-based TV buying

Networks and cable operators are partnering to help bring targeted advertising to TV

Networks and cable operators are coming together to further standardize advanced TV advertising.

Announced Tuesday at Cannes, national ad sales and technology company NCC Media is partnering with TV measurement consortium OpenAP to help advertisers reach targeted audiences across cable, broadcast and digital TV.

Through the partnership, advertisers can identify their desired audience segment with OpenAP, and then run targeted campaigns through NCC's inventory across its 85m households. NCC's members include Comcast, Charter and Cox.

OpenAP's members are Fox, Viacom, NBC Universal and Univision. The consortium is building out an automated marketplace and recently named TrueX co-founder Dan Levy chief executive officer.

In a joint statement, both groups said this is first of several planned inniatives aimed at streamlining TV buying.

"Today's announcement represents the first major step in a transformative alignment between MVPDs and programmers," said Levy. "Together, we can accomplish a lot more in our quest to create a sustainable ad-supported TV ecosystem that works for advertisers, publishers, and most importantly consumers. This is just the beginning of our partnership, and we're excited to continue to collaborate with NCC on new data and measurement initiatives in the near future."

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