An advanced advertising firm focused on audience-based television campaigns now has programming interoperability for its “OpenID” identifier, which can determine linear and digital audiences and takes the data when creating a “common identity spine” for TV.
It’s a big advancement for OpenAP, bringing it further in its efforts to bridge OTT and linear television and “unify delivery” of all television advertising buys.
“OpenID audiences can now be distributed for programmatic digital execution via integrations with FreeWheel, Magnite and Xandr’s Monetize SSP, enabling programmatic interoperability across the entire premium TV ecosystem,” OpenAP says.
Buyers are also able to leverage their preferred demand-side platform to transact against OpenID audiences. Open AP says this “ensures impressions are measurable in conjunction with other digital and linear buys. By using ID-based audiences that are activated centrally against a consistent identity spine and used for both programmatic digital and linear television, advertisers can see unified campaign delivery, including deduplicated reach and cross-platform frequency via XPm, TV’s cross-platform measurement framework launched by OpenAP in January 2022.
“The growth of cross-screen viewing will only continue to accelerate, and agency buying teams need to be able to view the performance of a campaign in totality — regardless of how they bought or where the video was consumed,” says OpenAP Chief Business Officer Chris LoRusso. “Our sellside partners have invested heavily in automating buying channels, and by extending the reach of OpenID to programmatic, we’re breaking down the silos that exist between linear and digital and buying teams and are making it easy and simple for an advertiser to maximize their spend across the entire premium video footprint.”
Audiences are onboarded and matched to the OpenID identity spine through OpenAP’s integrations with advertiser data partners. OpenID audiences are then made available to publishers in FreeWheel, Magnite and Xandr’s Monetize SSP for use in activating programmatic deals. Linear delivery along with all digital delivery will be resolved to OpenIDs and the advertiser will receive XPm reporting, providing valuable insights into how
OTT and programmatic buys add incremental reach to the linear buy.
GroupM is the first agency that will build deals on OpenID audiences for programmatic buying, allowing them to receive holistic measurement and provide unified cross-publisher and cross-platform insights to their clients through OpenAP’s XPm framework.
Esra Bacher, Managing Partner of Programmatic Investment at GroupM, commented, “It is imperative that we, as an industry, use the technology at our disposal today to simplify and optimize all aspects of video advertising for the betterment of advertisers and the overall consumer ad experience. The interoperability of the OpenID spine with SSPs like Magnite will add further fuel to GroupM’s Premium Marketplace and help us start to resolve some of the fragmentation that has existed across the media ecosystem.”
Misha Williams, VP of Supply Strategic Relationships at FreeWheel, added, “We’re committed to solving for fragmentation across the premium video ecosystem and partnering with those who can help further interoperability across television. By continuing to work with Open AP and enabling programmatic delivery of OpenID through FreeWheel, we’re making it easier for advertisers to unify their audience delivery across all premium video. For advertisers and publishers that choose to transact via OpenID, this simplifies the ability to target and measure the effectiveness of their campaigns.”
