OpenAP is enabling attribution within its advanced TV marketplace via an iSpot partnership. OpenAP is a consortium of TV networks – AMC Networks, Fox, NBCUniversal, ViacomCBS, The Weather Channel and Univision – that allow advertisers to buy standardized audiences across all of them. Now, buyers purchasing inventory in the OpenAP Market can do a single, […]
CBS joined OpenAP, the companies said Monday. The move comes less than a week after CBS’ merger with OpenAP founding member Viacom closed. With CBS joining, OpenAP’s members together represent the majority of national TV ad spend, as well as 92% of all US audiences watching TV. “We heard from buyers that they wanted to […]
OpenAP, the TV advertising and analytics joint venture between Viacom, Fox and NBCUniversal, released on Tuesday its first commercial product, called the OpenAP Market, a campaign planning and buying tool that works across the company’s three broadcast backers. The market product lets advertisers upload data and targeting paramaters, like a brand’s first-party CRM data or […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Settling The Score The US Securities and Exchange Commission charged Comscore and its former CEO, Serge Matta, with engaging in a fraudulent scheme to inflate its revenue and making false or misleading statements to investors and auditors. Read the SEC release. Between 2014 and […]
NCC Media, the sales consortium owned by Comcast, Cox and Charter, rebranded as Ampersand Monday and released a bunch of new products, including a data-driven linear TV platform. Here’s what you need to know. Data-driven platform TV targets audiences across local and national buys The new platform is designed to collect and anonymize data across […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. It’s A ’xu Out There OpenAP, a TV audience measurement and targeting consortium backed by Fox, Viacom and NBCUniversal, selected dataxu as its go-to DMP and data match service. Read the release. Dataxu’s OneView DMP will let OpenAP members build audience segments. In using […]
On paper, the OpenAP consortium makes perfect sense: TV networks banded together to stave off growing competition from the walled gardens. In reality, it’s a bit more complicated. Although OpenAP still counts three powerhouse publishers among its ranks – Viacom, NBCU and Fox – a founding member, WarnerMedia, left the group in April to compete […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Adobe On A Cloud Adobe bragged about its customer data platform Tuesday on the company’s second quarter earnings call. The marketing clouds are going for broke this week on the CDP front – Adobe, Salesforce and Oracle all made CDP-related announcements – but Adobe […]
Keep calm and … develop automated systems for advanced TV ad buying? A question mark loomed over OpenAP when founding member WarnerMedia announced its sudden departure last week from the targeted TV advertising consortium it helped create in 2017. But the group’s remaining members – NBCU, Viacom and Fox – are forging ahead with the […]
WarnerMedia’s farewell to the OpenAP Consortium Friday was inevitable. The writing has been on the wall since February, when AT&T’s $85 billion acquisition of Time Warner was finalized. “It makes sense to pull out now [that] they’re owned by a company that has one of the largest data sets available,” said Tracey Scheppach, CEO and […]
