OpenAP is the television industry’s first open platform for cross-publisher audience targeting and independent posting.
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.
Inability to scale advanced TV advertising solutions across the publisher ecosystem.
Inconsistent audience definitions established across broadcasters, agencies and advertisers
A lack of campaign performance transparency which can be remedied with independent and consistent reporting.
Complex operating models across the Advance TV Advertising ecosystem.
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.
Founded by a consortium of television publishers and is open to all publishers with the intent to make it an industry standard.
Accenture is a credible independent 3rd party bringing transparency, consistency, security, and scalability. We’re well-versed in building large scale, mission-critical systems and a trusted advisor in the media industry with a long track record of providing services to brands for validating and protecting their media investments.
Amid enormous uncertainty and disruption, the way forward becomes clear: The future of TV is about audience.
Advanced TV consortium OpenAP has officially launched its audience-based buying tool, called the OpenAP Market.
OpenAP is officially launching a marketplace letting advertisers buy across digital and linear TV programming.
