Fox, Turner, and Viacom Announce New Audience Measurement Tool, "OpenAP"
Wednesday, March 15, 2017
Today Fox, Turner, and Viacom announced the coming of a new "advanced audience platform", dubbed "OpenAP". The new platform is to be designed to facilitate audience targeting and independent audience measurement. This comes during a time when audiences are more fragmented than other across networks, platforms, and devices.
The news came in the form of a join letter released by the three companies:
The evolution of television has brought new advances in audience targeting across premium publishers, which is enabling advertisers and agencies to drive more efficiency and more effectiveness with their TV budgets.
While demand for audience targeting has grown significantly, adoption has been limited by the fact that audience buying is not as transparent, as consistent and as easy as traditional guarantees. It doesn’t need to be that complicated. That changes today.
Today, we are proud to introduce OpenAP, television’s first-ever open audience platform. Founded by a consortium of television publishers and operated by a leading independent auditor, OpenAP will deliver cross-publisher targeting and independent measurement for advanced audiences.
This means consistently defined audience targets can be activated across any OpenAP member publisher. It means truly independent measurement and reporting by design, not just reactive third party verification. It means an open platform that supports industry-standard measurement sources and data, not just proprietary, walled-garden, self-governed reporting. It is consistent matching for an advertiser’s custom first-party audiences in the development of cross-publisher media plans.
OpenAP will be a single platform that agencies and advertisers can integrate with their own planning systems to activate advanced audience targeting and independent measurement within premium content. That premium content reaches 93% of all television audiences today, and we hope it will expand if additional publishers join OpenAP in the future. This consortium is a necessity to move our industry forward.
On Friday, April 7, the three of us will gather and share more information about OpenAP with agency, client and media influentials across our industry. We have never been more excited about the future of television and look forward to sharing more with all of you.