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LATEST THINKING


Open A.P. TV's advanced audience platform

TODAY’S
ADVANCED TV
ADVERTISING
BUSINESS
CHALLENGES


For the last few years, the demand among agencies and advertisers for advanced segment targeting on TV has increased substantially, yet there are challenges to widespread adoption of Advanced TV Advertising.
SCALABILITY

SCALABILITY

Inability to scale advanced TV advertising solutions across the publisher ecosystem

INCONSISTENCY

INCONSISTENCY

Inconsistent audience definitions established across broadcasters, agencies and advertisers

TRANSPARENCY

TRANSPARENCY

A lack of campaign performance transparency which can be remedied with independent and consistent reporting

COMPLEXITY

COMPLEXITY

Complex operating models across the Advance TV Advertising ecosystem

REVOLUTIONIZING THE
ADVANCED TV MARKET
OpenAP is the television industry’s first open platform for cross-publisher audience targeting and independent posting.

Data agnostic, with relevant data sets used in audience buying. OpenAP will support advanced data-driven marketing, while maintaining the integrity and transparency of traditional buying and measurement.

It was founded by a consortium of television publishers: Fox, Turner, and Viacom. And NBCUniversal recently joined the platform, as it's open to all publishers with the intent to make it an industry standard.



NBCUniversal
FOX NETWORK GROUP
TURNER
VIACOM
UNIVISION
OpenAP PROVIDES

Consistent cross-publisher segment definitions

Consistent cross-publisher segment definitions

Secure segment sharing and management

Secure segment sharing and management

Independent third-party posting

Independent third-party posting

ACCENTURE ON OpenAP

ACCENTURE IS:

A credible independent 3rd party bringing transparency, consistency, security, and scalability.

Well-versed in building large scale, mission critical systems.

A trusted advisor in the media industry with a long track record of providing services to brands for validating and protecting their media investments.