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.
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.
- 4/28/2021
- by Brian Steinberg
- Variety Film + TV
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