When Turner, Viacom and Fox switch on OpenAP this Sunday, it will be "a critical and important step in moving our industry forward around audience targeting," declared Michael Strober, Turner's Executive Vice President of Client Strategy and Ad Innovation. It represents the TV medium's first open, independent and ongoing platform which advertising agencies and individual ad clients can use to consistently target audiences across participating publisher partners and understand their impact through industry-standard measurement sources. As big an accomplishment as OpenAP is, Strober believes it is just one step in the journey towards reimagining television.
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