The OpenAP linear television audience-targeting consortium of Fox, Turner and Viacom will spend the next several months reaching out to other national TV sellers, educating the buy side and working toward a rollout in the fall. While the second phase of OpenAP is a work in progress, it will involve digital media as well.
The roots of OpenAP, an unusual collaboration among longtime competitors, can be traced to information conversations about a growing desire on the buy side, according to Noah Levin, SVP, Advertising Data & Technology Solutions, Fox Networks.
“What ended up happening was Fox, Turner and Viacom would bump into each other in the lobbies of agencies and the agencies were talking to us all about the same thing,” Levine says in this interview with Beet.TV at the annual NAB Show. “Hey, I actually want to move beyond age and gender. I want to be able to target high-income households. I want to be able to target my first party data.”
Buyers’ desire was borne out of frustration at having to deploy advanced audience targeting piecemeal.
“It made it very, very difficult to be able to allow that agency and that buyer to understand the results in a consistent manner,” Levine says.
“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,” the founding OpenAP members said in a joint statement on March 15. “It doesn’t need to be that complicated. That changes today.”
The first phase of OpenAP enables buyers to consistently onboard precision audience segments across its participating members for easy activation and receive third-party campaign reporting. So far, Accenture, comScore and Nielsen are providing support to the consortium.
“One of our favorite things to talk about at Fox as an example is self-actualizing truck intenders. You could take the self-actualizing segment and take truck intenders and do a fusion of the two,” Levine says by way of example.
Phase two of OpenAP is still in the defining stage, according to Levine, but it will involve additional datasets and panels for targeting purposes and it “will also include a focus on digital.”
This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas. The series is sponsored by Ooyala. For more coverage of NAB, please visit this page.