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LATEST THINKING


Open A.P. tvs 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. However, the platform will be open to all publishers with the intent to make it an industry standard.



FOX NETWORK GROUP
TURNER
VIACOM
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.

THE MARKETPLACE IS EXCITED ABOUT OpenAP

Fox, Turner and Viacom Tap Accenture To:

Run OpenAP Ad Targeting Initiative

Accenture will run OpenAP, the TV industry’s first open platform for cross-publisher audience targeting and independent reporting, unveiled by partners Fox Networks, Turner, and Viacom with support from Nielsen and comScore.
View Article On Deadline.com


Run Their Audience Targeting Platform

Their goal is to make OpenAP the industry standard
View Article On AdWeek.com


Host OpenAP

Broadcast networks Turner, Fox and Viacom have chosen Accenture to host and verify OpenAP.
View Article On AdExchanger.com


OpenAP, the advanced advertising audience targeting consortium started by Viacom, Turner and Fox, announced that its platform will be built and administered by Accenture.
View Article On BroadcastingCable.com