Observed Signal · Nov 1, 2023 · Partnership · Source: Marketecture · Impact: 2/5 · Sentiment: Neutral
OpenAP Enables ID-Based TV Ad Buys
OpenAP is highlighted as a catalyst for ID-based buys in television advertising, signaling a shift from panel-based measurement to identity-driven audience trading on TV. The Marketecture interview with Ed Davis, OpenAP's president of product and operations, notes the company has assembled a consortium of TV data owners and counts NBCUniversal, Paramount, Warner Bros Discovery, and Snowflake among its investors. The goal is to synchronize audiences across participating parties so buyers can transact and measure using their preferred currencies. OpenAP is framed as a central hub for identity across TV ecosystems, enabling large agencies and buyers to plan, buy, and measure in a more connected, data-driven way. The interview was conducted by Marketecture’s Mike Shields, with the recording dated November 2023 and the video gated behind MarketectureTV premium access.
ID-based TV targeting and data consortium context; paywalled article with industry relevance
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Key Takeaways & Evidence Grounding
- OpenAP enables ID-based audience buys in TV advertising.
- Investors include NBCUniversal, Paramount, Warner Bros Discovery, and Snowflake.
- OpenAP has assembled a consortium of TV data owners to synchronize audiences for cross-party transactions and measurement.
- Ed Davis, president of product and operations, is interviewed by Marketecture's Mike Shields; recording dated November 2023; video paywalled.
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
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