Discovery Acquires 10% Stake in TV Ad-Targeting Group OpenAP

Discovery bought a 10% interest in OpenAP, the ad-targeting consortium whose owners include NBCUniversal, Fox and ViacomCBS. The media companies founded OpenAP in 2017 to create tools to help brands harness consumer data to improve the targeting of their advertising campaigns among several TV networks. Discovery in April had integrated OpenAP’s OpenID identifier for cross-platform […]

 
 

Voices from the #BeetRetreat: David Levy, Dave Clark, Kelly Metz, Denise Colella, Zach Rodgers and Jon Watts

Welcome to this episode of the BeetCast podcast. We are bringing you these voices from the Beet Retreat last month in Santa Monica. Wonderful insights on what’s next for our industry. In this podcast, we are sharing these chats between David Levy, CEO OpenAP with moderator Jon Watts, and FreeWheel’s GM Dave Clark with moderator […]

 
 

OpenAP’s New XPm Brings Cross-Platform Deduplication To TV, CEO Levy Says

LOS ANGELES — At this point, the clamor from ad buyers for unified TV buying and measurement has reached fever pitch. Into that maelstrom, and just in time for Christmas, US advanced TV consortium OpenAP is launching XPm, a cross-platform measurement framework designed to reduce duplicated ad exposure. In this video interview with Zach Rodgers […]

 
 

Identity Graphs Are Learning To Talk To Each Other: OpenAP’s Davis

In the detritus left by the crumbling of classic digital audience identifiers like cookies and mobile signals, a plethora of tech companies and publishers alike has been building up identity technology of its own. An ‘identity’ graph is the collection of data points from disparate devices that, when pieced together, add up to indicate a […]

 
 

OpenAP 2021: Cross-Platform, Davis Says

Thus far, it has helped harmonize how TV networks define their respective audience segments for use by ad buyers. Now the JV that is OpenAP wants to start piecing together viewers themselves. OpenAP’s first act was all about semantics – unifying how the networks described attributes they make available for data-driven buying. In this video […]

 
 

OpenAP Wants More Publishers On Board, Davis Says

When OpenAP, a TV industry consortium for making advanced TV targeting more straightforward, announced the addition of CBS to its repertoire last year, it was just the latest addition to a roster that now numbers: Fox ViacomCBS NBC Universal Univision But Ed Davis isn’t stopping there. In this video interview with Beet.TV at Consumer Electronics […]

 
 

TV Companies Uniting Against Duopoly: OpenAP’s Levy

Getting US TV companies together and on the same page to come together in their shared interest may sound like herding cats. But, in 2019, David Levy found the door relatively easy to push on. The CEO of OpenAP, a consortium through which several broadcast companies are teaming to make it easier for advertisers to […]

 
 

Scaling-Up Advanced TV: Inscape, OpenAP Execs On Coming Together

2019 appears to have marked the year when TV providers and their technology vendors have come to a critical realization – that individual innovation on advertiser offerings is great but, without commonality across the industry, the opportunity will necessarily be limited. That is why we have begun to see a range of collaborations, consortia and […]

 
 

OpenAP Grows Up: Next Step Is To Become A Marketplace, New CEO Levy Says

OpenAP no longer just wants broadcasters to use the same language in their sales pitch to advertisers. Now it also wants to do the selling, too. Under its first iteration, the two-year-old consortium is the means through which Fox, Viacom, NBC Universal and Univision have harmonized how they define audience segments that are used by […]

 
 

NBCU’s Colella Explains The Partnership With Sky, Status Of OpenAP

The sky is the limit for global addressable television at NBCU given its joint advertising initiative with Sky, which NBCU parent Comcast purchased in the fall of 2018. “The exchange of best practices between the two is really going to help us both,” says Denise Colella, SVP of Advanced Advertising at NBCU. In this interview […]

 
 

Viacom’s Gordon Traces The Arc Of ‘Outcome Optimization’

Entering 2019, transacting advanced-television buys will continue on a publisher-by-publisher basis. But Viacom’s Bryson Gordon expects to see “a lot more integration” of advanced-TV capabilities and KPI’s into how large advertisers plan their marketing. “What we have seen over the past twelve months is almost like a smoothing out of the market,” the EVP of […]

 
 

WideOrbit Integrates With OpenAP, Seeks Cross-Platform Impression ‘Fluidity’

Having helped its clients leverage the Viacom Vantage advanced targeting product, WideOrbit has expanded the concept to the OpenAP consortium, of which Viacom is a founding member. “What we’re doing with OpenAP is integrating it into our products so you can actually build a rate card against an OpenAP target,” says Ashley Barretto, GM, WO […]

 
 

NBCU Brings Audience Optimization Tech In-House, Custom Develops Algorithms

SANTA BARBARA, CA – NBCU has brought audience optimization technology in-house, developing its own algorithms and making it more responsive to market demands, says Denise Colella. NBCU had been using market-available software for its optimization activity, the company’s SVP, Advanced Advertising Products & Strategy, says in this interview with Beet.TV at the recent Xandr Relevance […]

 
 

Local TV Has Power, Relevance In Linear And Digital: WideOrbit’s Offeman

SAN FRANCISCO – When WideOrbit was founded 18 years ago, the television universe was a whole lot simpler yet it was still too complicated at the local level. “There needed to be a solid foundation and system of record across the industry” that WideOrbit set out to create, says the company’s EVP of Engineering, Will […]

 
 

Matt Prohaska Tracks OpenAP Uptake, Impact Of GDPR In EU

CANNES – With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite “a lot of energy and excitement” about the audience targeting consortium, he thinks it’s still ramping up during this year’s Upfront. “What we’re hearing from […]

 
 

Adobe’s Todd Gordon on New Partnership w/ NBCUniversal

Like many agency television buyers, Todd Gordon spent a lot of time on the telephone buying inventory for clients that they didn’t necessarily want but that came in packages. “If you wanted to buy prime, you quite often also got late night and daytime,” says the Director of Programmatic TV for Adobe. “What’s remarkable about […]

 
 

Progress Of OpenAP, NCC Media Helps Solve Fragmentation: MAGNA’s Anson

With advertisers still in the “test and learn phase” with advanced targeting of television audiences, NBCUniversal joining the OpenAP consortium “will really move OpenAP’s momentum forward towards a more usable tool that advertisers will want a part of,” says Julie Anson, Associate Director, Partner Innovation, Advanced TV MAGNA Global. Currently on the sell-side, there’s too […]

 
 

NBCU In OpenAP Means More Scale, Standardization: Initiative’s Bosetti

NBCUniversal’s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that “gives us even more scale to buy and transact on from an audience standpoint,” says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG’s global communications agency. “Certainly the more partners that join OpenAP the more it allows […]

 
 

OpenAP Targeting Consortium Looking Beyond Traditional Measurement Data Sources, Fox’s Nicole Ruby

SAN FRANCISCO – As the advertising industry inches its way to more addressable linear TV, the OpenAP audience targeting consortium is looking to add more datasets to its platform. “There’s still a lot that we’re looking to be able to bring into it,” says Nicole Ruby, VP, Advertising Data Solutions, Fox Networks Group. Within OpenAP, […]

 
 

With More Than 700 Users, OpenAP TV Audience Consortium Eyes Growth Roadmap

Having launched last September 29, the OpenAP television audience targeting consortium platform of Fox, Turner and Viacom has more than 700 users. Meanwhile, Turner is beta testing mapping audience segments across its digital footprint. “We have a roadmap that takes us through essentially a 1.5 release and it’s going to go even beyond that,” Dan […]

 
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