TV Networks Line Up Behind Open AP’s New Audience-Segment ID in Weeks Before TV Upfront

TV Networks Line Up Behind Open AP’s New Audience-Segment ID in Weeks Before TV Upfront
Open AP, the media consortium that hopes to broaden the practice known as “audience buying,” will unveil a new “identifier” aimed at facilitating the placement of commercials across linear TV and digital video — and a significant chunk of traditional TV and advertising companies are lining up to support the venture.

AMC Networks, A+E Networks, Crown Media, Discovery, Disney, Fox Corporation, NBCUniversal, Univision, ViacomCBS, WarnerMedia and The Weather Channel have all pledged to support “Open ID,” a defined audience segment that can be used to help pinpoint where commercials should go in order to attract a consumer with a group of specific characteristics, such as likelihood of buying a new car or interest in seeing a new movie. GroupM, Dentsu, Omnicom Media Group, Haworth Marketing + Media, and Horizon Media will all take part in the project as well.

“The level of participation and collaboration across the industry is pretty historic,” says David Levy.
See full article at Variety »

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