OpenAP Gains Firepower with Alliances, Advances and Scale

There have been a range of new developments in the past year and more are in the works said the company39s CEO David Levy quotOpenAP has been from the inception focused on centralizing the process for television publishers around audience activationquot he noted adding that it measures digital with linear television to enable a consistent way to create an audienceThis offers a consistency in the data unifying results The company39s ultimate goal is to create an industry standard for audiencebased crossplatform measurementTo manage all the disparate data OpenAP introduced its OpenID solution about eight months ago quotIt is our own identity framework and identity spine that we use for all of that audience activationquot Levy explained It39s the backbone by which OpenAP can seamlessly interweave deduplicated data sources for campaignsAfter launching OpenID as a framework the company then debuted XPM Measurement which gives users the ability to pool and normalize audiences quotthrough OpenAP And it allows them to quottransact that audience across any broadcasting publisher todayquot Levy said quotYou can actually get deduplicated reach and frequency not just across all of your publishers but also across platforms which has really been an elusive thing across televisionquotThis has been a quiet initiative OpenAP has worked directly with all publishers on one platform There has been a lot of focus on guaranteeing that all the internal systems are integrated and in sync to ingest and process the data into one central identifierViacomCBS is one of OpenAP39s investors For Radha Subramanyam President and Chief Research and Analytics Officer CBS Corp it is critical to prove the value of broadcast television in conjunction with all of the linearoriginated programming on other platformsquotAs audiences seek programming they like there are more opportunities for viewing We need to capture and standardize the collection of all viewing on any platform and OpenAP is a way to do move the process forwardquot Subramanyam saidSteve Silvestri Senior Vice President Audience Solutions Discovery concurred quotOpenAP offers the market a simple more scalable approach to audiencebased buying across the premium ecosystemquot he said quotIt represents more than just standard audience segments It has evolved into a company that is solving for industry challenges across crossplatform measurement and insights data adoption and clean room resolution and ultimately programmer addressable activationquotStructural ChangeOpenAP has also undergone a structural pivot for greater agility Levy shifted OpenAP from a consortium model to a standard company structure In other words it no longer requires membership dues or consortium fees quotIt is all based off transaction fees todayquot Levy explained That removes some bureaucracy enabling more fluid decisionmaking and execution of clearcut goalsIt also makes it easier to serve all videofocused companies including digital and advanced videoondemand services quotWe work with every national publisher across the ecosystem today including Disney including Discoveryquot Levy said quotThe ability of an advertiser to come to us create an audience that can then be used and transacted across any publisher was true at the beginning of 2021 and is true todayquotOpenAP39s success is based on quothow to make it easier for buyers to take one audience and have a good understanding of where that audience lives across all of these disparate screensquot he noted quotIt is important for the television community to come together and make it easier for buyers to do thatquotWith partners such as Discovery OpenAP can go even further faster quotDiscovery is a large player in this space and by joining OpenAP we can accelerate the current efforts underwayquot Silvestri saidMore Growth AheadThe changes are paying off OpenAP is now a halfbilliondollar entity and is expected to become even bigger this year Part of that is due to more widespread industry momentumquotThe growth in crossplatform advertising in general has been tremendous within the TV communityquot Levy said quotThere was a significant increase in last year39s Upfront and we anticipate having an even larger jump in this Upfront Most buyers now are really thinking about taking one consistent audience and being able to use that across both linear and digitalquotIt is a very exciting time for usquot he concludedClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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OpenAP Gains Firepower with Alliances, Advances and Scale

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Charlene Weisler

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OpenAP Gains Firepower with Alliances, Advances and Scale

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