Viacom, Fox and NBCUniversal and Unveil OpenAP 2.0 Next Iteration in Collaboration with Accenture and FreeWheel

In a joint statement Meredith Brace Executive Vice President of Client Solutions and Portfolio Marketing FOX Krishan Bhatia Executive Vice President of Business Operations and Strategy NBCUniversal and John Halley Executive Vice President and Chief Operating Officer Ad Solutions Viacom saidamp160quotWe39re thrilled to bring to market our latest iteration of OpenAP which fundamentally transforms the way that advertisers can transact to deliver holistic advanced audience campaigns from start to finish on both linear and longform digital platforms in collaboration with Accenture and FreeWheel OpenAP was the TV industryamp8217s first open platform for crosspublisher audience targeting and independent thirdparty posting and this is a major step in furthering our mission to bring the industry together to make audience buying more transparent consistent and effectivequotWith OpenAP 20 buyers will now be able to build consistent crosspublisher audience segments for both national linear and longform digital video and submit orders to activate these segments through a centralized crosspublisher marketplace Built in collaboration with Accenture and FreeWheel OpenAP 20 will be accessible atamp160OpenAPtvamp160and via APIs for agency planning systems and approved DSPs In addition OpenAP 20 will provide crosspublisher analytics for a unified view of advanced audience campaigns with comprehensive precampaign performance projections and postcampaign delivery metrics including total unduplicated reach overall tCPM and total audience impressionsamp8220Advanced targeting transparency and simplicity are critical to our clients OpenAP enables advertisers access to advanced audiences at scale with the highest quality TV content available across screens FOX and the other members of OpenAP are committed to driving open standards that are essential to the success of our brand and agency partnersamp8221amp160said Marianne Gambelli President Advertising Sales FOXamp160amp8220With competition rising in every industry marketers need new ways to define their audience and engage viewers across all platforms Expanding OpenAP can help turn that vision into a reality Krishan Bhatia and a group of industry leaders are creating solutions that will benefit the entire advertising ecosystem and that should be commendedamp8221amp160said Linda Yaccarino Chairman Advertising and Client Partnerships NBCUniversalamp8220Weamp8217re incredibly proud of the pioneering work that our team and OpenAP partners have accomplished in unifying and standardizing the television business OpenAPamp8217s evolution into a transactional platform is intended to simplify activation for our brand and agency partners which we believe will significantly impact the scale of advanced advertising moving forward We couldnamp8217t be more excitedamp8221amp160said Sean Moran Head of Ad Solutions Viacomamp160Launched in 2017 OpenAP was founded to make it easier for advertisers to reach unified custom audience segments across TV publishers by delivering consistency and standardization with secure segment sharing and independent measurement Members of OpenAP include FOX NBCUniversal Viacom and Univisionamp160Click the social buttons above or below to share this story 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 amp160

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Viacom, Fox and NBCUniversal and Unveil OpenAP 2.0 Next Iteration in Collaboration with Accenture and FreeWheel

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