“TV’s Advanced Audience Platform” has advanced in its efforts to bring the precise targeting of digital ads to television advertising by selecting Accenture to build and manage OpenAP — the television industry’s first open platform for cross-publisher audience targeting and independent measurement.
At the same time, Nielsen and comScore are participants, offering data support to the consortium created in early March by Fox Networks Group, Turner and Viacom.
At a launch event held Friday morning (4/7) in New York, Donna Speciale, President of Turner Ad Sales, declared, “You’ve been asking us to come together … We heard you.”
Speciale also emphasized the trustworthiness of TV as concerns about digital ad platforms and inappropriate placements have gained headlines in recent weeks.
Once launched within OpenAP, Nielsen’s audience segments and the National TV household; person level; and buyer graphic television ratings data will be key components of OpenAP.
Lynda Clarizio, Nielsen’s President of U.S. Media, commented, “We support the consortium’s ambitions to create a clearinghouse for audience-based buying on linear television. Nielsen’s audience segments built on our household, person level and buyer-graphic ratings data are the most widely used for National audience based buying across linear television today. We are confident that they will play the same role in OpenAP. We look forward to working with the participating networks and advertisers on the broader success of this initiative.”
The presentation comes as media executives prepare to gather at the 2017 NAB Show in Las Vegas in two weeks, and some five weeks ahead of Upfront Week in New York, which still commands the attention of key CMOs and media planners even as smaller networks elect to have smaller events or roadshows that have seen Azteca América and AMC Networks already make their pitches to marketers.
