Comcast-owned NBCUniversal yesterday (April 19) announced that it has joined TV providers Fox, Turner and Viacom in the OpenAP consortium, a partnership where participants pool resources to better aid advanced TV media buying.
OpenAP helps advance audience targeting capabilities by collectively harnessing members combined data capabilities to improve automated media trading on new platforms, advanced formats, cross-platform measurement, and developing a new TV ad currency.
Specifically, the latest move will see NBCUniversal license its Audience Graph – a consumer targeting tool made available via its Audience Studio – fusing these audience insights with OpenAP’s standardized data sets in Read full story ›
Source: The Drum
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