OpenAP 2.0 Optimizes Reach and Unifies Campaigns

Standardization and CollaborationThere is a standardization challenge in the marketplace noted Miller where different segmentations and measurement parameters make it difficult to combine the performance of a contract across different companiesamp160 OpenAP solves thatamp160 quotYou have to have an applestoapples comparison for measurement and guaranteesquot he said quotand be able to create campaigns around a unified set of segmentsquotquotWe had a lot of clients who expressed an interest in getting involved in advanced advertising but we didn39t make it easy for themquot Colella explainedamp160 quotThey had to define a segment for each network groupamp160 What was happening was that we were being relegated to only one company getting a portion of a budget or perhaps just a test budgetamp160 So we wanted to make it easier and take away both the pain and excuses for taking on advanced advertising because we knew we could offer the client something much better through OpenAPquotquotThe founding principles are standardization and collaborationquot added CallahanOpenAP 20OpenAP has gotten more fluid and connective since its launchamp160 Initially defined as standardized segments and posting it has moved to a point where as Miller explainedamp160 quotEveryone can grade off the same starting point and move to a unified campaignquot he saidamp160 quotSo you can submit a budget to all three of the publishers based on that same segment have each of them return to you a plan based on that and basically automate the negotiation processquot creating a unified post that includes a look at unduplicated reachNext steps have also included a quotlook at workflow toolsquot Colella notedamp160 quotIn addition to being able to standardize the audiences and post them to the publishers we have unified the workflow toolsamp160so campaigns can look the same no matter who you are dealing with as well as the postingquotamp160amp160OpenAP 20 now includes a digital marketplace quotso you can do a digital buy that reaches across the publishers in OpenAPquot on the dot coms she addedWhen Frenemies CompeteBut how does the apportionment of a budget work when you have three competing companies working togetheramp160 On the front end of the campaign agencies and buyers start by assigning a budget to each of the networks based on the desired segment provided on an automated RFP quotYou would then receive a plan based on the aggregated view of the entire plan submitted and then decide whether you want to accept or continue negotiatingquot Miller revealedamp160 Once all negotiated a complete plan with unified reach would be confirmedquotThe way we compete is that we each have our own optimization system once the audience is determinedquot Colella explainedamp160 quotThink of it as determining your audience once and it pushes it out in each systemamp160in our case our AdSmart system which sends our results back to the amalgamated OpenAPquotquotWe are all responsible for our own piecesquot added Callahanamp160 quotOur goal is for OpenAP to become a trusted marketplacequotSince joining the OpenAP team in late November NBCU has garnered quota handful of clientsquot according to Colella using Nielsen and comScore data for optimizationamp160 But overall NBCU quothas over 400 clients take advantage of advanced advertisingquotFor Miller quotthere is a huge amount of momentum in advanced advertisingquot in this Upfront and quotOpenAP makes it easier to transactquotCallahan is finding that quotit is a part of every conversationquotamp160 So with the help of OpenAP to smooth out the advanced advertising buying process plus all of the great content at NBCU Viacom and Fox the future is bright for OpenAP 20 and beyondClick 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

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OpenAP 2.0 Optimizes Reach and Unifies Campaigns

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Charlene Weisler

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OpenAP 2.0 Optimizes Reach and Unifies Campaigns

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