Buyers and sellers are still playing with alternative currencies such as VideoAmp, iSpot are Comscore, but nothing will take the place of C3/C7 ratings in a majority of this year’s upfront sales. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
Industry Groups Chip Away At Currency Problem
The newly formed Joint Industry Committee aims to set measurement, currency standards by an aggressive March 1 deadline. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
FreeWheel, Magnite and Xandr enable buyers — starting with GroupM — to transact on linear, digital inventory.
The Weather Channel has partnered with Amobee, a global provider of advertising technology that unifies audiences to optimize results. The Weather Channel will license Amobee’s platform to provide data-driven linear […]
OpenAP said that three of its executives have been promoted to C-level positions in order to support the advanced advertising company’s growth. Brittany Slattery (l) was appointed chief marketing officer, Abbey Thomas was named chief revenue officer, and Chris LoRusso was promoted to chief business officer.
Exclusives
Discovery joins Fox, NBCUniversal and ViacomCBS as a minority owner in the advanced advertising company as part of a joint venture.
Major agency holding companies GroupM, Dentsu and Horizon Media are among the framework’s earliest beta participants
OpenAP, the advanced advertising company for television, and Xandr, AT&T’s ad technology platform powering a global marketplace for premium advertising, formed a new strategic alliance that will enable OpenAP’s OpenIDSM audiences inside […]
National U.S. TV publishers adopt OpenID, laying the foundation for new cross-platform measurement capabilities set to launch in broadcast year 2022. Dentsu Media, GroupM, Haworth Marketing + Media, Horizon Media and Omnicom Media Group will integrate with and activate all advanced TV campaigns as OpenID audiences, offering brands cross-screen and person-level insights across TV advertising.
OpenAP has introduced a supply side platform that gives advertisers automated access to linear inventory from participating TV networks. Omnicom Media Group is the first agency to integrated the new SSP with its in-house buying platform, Omni. The integration launched this month, and Omnicom’s media agency will test the new SSP over the first and second quarters.
The Weather Channel is the latest media outlet to join OpenAP, the consortium of media companies working to help advertisers buy TV with some of the new methodologies they say they crave.
OpenAP, formed by media companies to standardize and simplify data-based targeting advertising, has named an advisory board of media buyers and advertisers. The board will help the company as it introduces new buying mechanisms designed to move the TV ad business beyond the traditional age and sex demographics.
CBS has joined Open AP, the audience-targeting alliance working to accelerate the emerging advertising practice known as “audience buying.”
OpenAP, the advanced advertising company owned by Fox, NBCUniversal and Viacom, said it launched a marketplace that offers advertisers premium video inventory that can be bought using audiences based on data. The latest version of OpenAP includes digital video, giving it a large addressable footprint.
After losing one of its founding members, WarnerMedia’s Turner group, the TV network advertising consortium OpenAP said it has expanded its advanced advertising efforts, starting a centralized premium video marketplace called OpenAP 2.0.
ATT’s Turner TV unit has parted ways with industry ad consortium OpenAP. “As our company has transformed, our advanced advertising strategy has evolved,” stated a WarnerMedia representative, regarding its Turner unit. “As a result, we are withdrawing from OpenAP.” After completing its deal to acquire Time Warner (now WarnerMedia), AT&T has pushed its own advanced advertising unit, Xandr.
Accenture will run — with support from Nielsen and comScore — OpenAP, a new TV ad sales targeting consortium formally unveiled today by partners Fox Networks, Turner and Viacom.
