We applaud OpenAP’s efforts to provide a uniform, scaled solution that enables attribution capabilities for audience-based campaigns for all its members, collectively reaching all U.S. TV viewing households,” said Kavita Vazirani, evp of insights and measurement at NBCU, in a statement.
All members of OpenAP have existing partnership with iSpot.TV, in part to measure business outcomes such as website visits of a brand’s ad that runs on their platforms.
While its members are among the biggest TV networks, OpenAP only has seven full-time employees.
OpenAP works to standardize TV audience segments across its member programmers: AMC Networks, Fox, NBCUniversal, ViacomCBS, The Weather Channel and Univision.
OpenAP already operates a linear and digital marketplace where advertisers can find cross-publisher audience segments.