OpenAP Unveiled

quotThis is a historical day for allamp160of usquot declared Donna Speciale President Turner Ad Sales quotWe three Turner Viacom and Fox are all here together It has been a year in the makingquot Referring to the highlevel agency executives in the crowd she added quotWe came together because of all of you You were the catalyst asking us to get together to unify and make data more scalable We listened and are making it happenquotThe OpenAP was designed to address the many concerns in the media marketplace regarding data quotDespite all of the value that data provides we still hear the same concerns that it is complicated not scalable that there is a lack of auditing and that it is not consistentquot Speciale noted quotWe needed to simplify audience targeting It sounds simple but it is not an easy taskquotWhat is also not an easy task is bringing together and coordinating the efforts of three highly competitive corporations and keeping these efforts under wraps for so long amp160quotIt39s crazy that we could keep it quietquot saidamp160Sean Moran Head of Sales Viacom Media NetworksBryson Gordon Executive Vice Presidentamp160Data Strategy Viacom explained that OpenAP has two separate pathways to access the audience data and see how the contract is posting The first pathway is a website quotIf you work for an agency or an advertiser you will have a login to this websitequot he explainedamp160quotThrough that website you will be able to explore advanced audience and onboard your own advanced audiences and you will be able to pull down the post from the campaign across inventory from Fox Viacom and Turner and any other member publisher that has joinedquot The second pathway offers a way to onboard custom datasets that might be proprietary to the agency or advertiser quotWe recognize that agencies and advertisers have made huge investments in defining audiences in proprietary data systems through DMPsquot Gordon added quotSo it is critical that we make it easy and seamless for you to have clean pathways into and out of OpenAPquotOpenAP addresses many of the marketplace challenges With normalization scalability and accreditation the consortium hired Accenture to manage those tasks quotAccenture is doing the build and the auditing of the measurementquot said Joe Marchese President of Advanced Advertising Products Fox Network Notably Accenture is the company that jumped in to fix the Affordable Care website after it first crashed and now handles many of the health exchanges across the country They are adept at managing vast amounts of data normalizing it and keeping the data quality consistent and highWhen it comes to the datasetsamp160quotwe are data agnosticquot Gordon explainedamp160amp160quotAt the end of the day OpenAP is about supporting all the datasets that advertisers need to create the high value segments they want to targetquot To start OpenAP is working with two major datasource ecosystems quotcomScore for all of the settopbox data and the associated thirdparty syndicated datasets that they havequotamp160and quotNielsen as a key part of this initiativequot he saidIn a press release that came directly after the OpenAP announcement Lynda Clarizio Nielsen39s President of US Media stated quotWe support the consortium39s ambitions to create a clearinghouse for audiencebased buying on linear television We look forward to working with the participating networks and advertisers on the broader success of this initiativequotquotConsistency is about havingamp160the same segments for all publishers making it easy to activate at scalequot Gordon said quotYou can go find an advanced audience have it consistently defined have it activated across most of television in premium content that is absolutely brand safe It39s about onboarding once and activating again and againquotquotWe all experienced a very similar painamp160in talking to our agencies and clients who were all buying Fox Turner and Viacomquot said Michael Strober Executive Vice President Client Strategy and Ad Innovation Turner and cohead of Turner Ignite quotHow do we make it easier to buy and transact on a larger scale We had open and honest conversations Are you experiencing the same thing amp160We met with Kern Schiresonamp160Chief Data Officer Viacom I sat with Joe Marchese We decided that nobody is going to do this for us We needed to find the solution and do it ourselves It was very organic and a response to the marketquotThis is a big first step for OpenAP quotThis is step one live linear televisionquot Marchese noted quotWhat comes next are dynamic advertising and VOD environmentsquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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OpenAP Unveiled

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