It took almost a year longer than the consortium hoped, but I do not think Turner and Fox finally landed another publisher—the most that they could hope to join OpenAP: NBCUniversal.
Company coming on Board to support OpenAP, target audience, platform, ad sales bosses at Fox (Joe Marquis), viak (Sean Moran) and Turner (Donna Special) announced in March last year to simplify the process for agencies and—they hope—become the industry standard.
But NBCUniversal is not just the entrance to the current proposal; he brings her into the house opportunities information, audience Studio to increase the platform by integrating them into standardized sets of data for OpenAP.
“We spent four years developing the best tools in the industry to empower advertisers to better target their marketing campaigns at the right audience. We are pleased to unleash the potential of our audience Studio for the entire industry and shares our core technology to help drive the business forward,” said Krishan Bhatia, Vice President, business operations and strategy, NBCUniversal, in a statement
Marquis, speciale and Moran welcomes NBCU in a joint statement: “OpenAP was established with a clear mission: to bring together industry representatives to promote expertise, efficiency, and effectiveness of advertising. With NBCUniversal agreement with the consortium, we are all stepping up efforts in the industry in the provision of larger Premium to increase the adoption of advanced targeting, while laying the groundwork for future innovation”.
In the framework of the new partnership, NBCU will be the license of the audience several opportunities for OpenAP Studio: audience Chart (enterprise asset data with centralized storage of network attributes for building purposes), data Synchronization (cloud data structure, which helps to meet clients and Agency details in relation to audience segments) and Freewheel Shared insights platform (which taps Comcast is non-personal viewing data for planning advertising campaign).
With the addition of NBCU, marketers using OpenAP can now create audience segments and buy national stocks in the portfolios of all four companies, which represent 50% of the total TV national broadcast and cable inventory entertainment.
“This year OpenAP is really going to come to light.”Donna’s pizza, President, Turner to sell ads
It took much more time than expected for the consortium to land another publisher. In may last year, Special Adweek said she hopes the announcement “in the next couple of weeks,” but none materialized. NBCUniversal and other publishers, were in negotiations about joining OpenAP over the past year.
Despite the delay, as Moran and Special Adweek reported that the Platform was successful, with more than 750 registered users.
“Any audience that we do now all through OpenAP. So everything is going great,” said Speziale, who complained that in General, the selection of the target audience, making the entire industry not been more rapid. “I always want to be happening faster than they are. I think the industry is simply moving too slowly, marketers don’t make it as fast as we would like.”
As Moran and Special hinted at the imminent arrival of NBCU in a recent interview. “The adoption of OpenAP is really on a roll,” Moran told Adweek last week, in anticipation of starting dinner at viacom. “The reaction was great, and we believe that in the not too distant future, there’s going to be some big announcements about the evolution of OpenAP.”
With the addition of NBCUniversal and potentially other publishers, “this year, OpenAP is really going to come to light,” said Special.
Linda Yaccarino, Chairman, advertising sales and partnerships with customers for NBCUniversal, in particular, are not specified in today’s announcement OpenAP. In August last year, she told Adweek that she was open with the prospect of work on the topic: “NBCU is very open and supports industry solutions. It would make all the sense in the world for such a large swath of inventory on the market to be a part of OpenAP. We’re just looking if we can make it work in combination with the fact that we are already operating in the market”.
With NBCU on Board, other publishers should soon join OpenAP, according to sources.
But other media companies said that they continue to sit now. That includes opening Inc., which had acquired the SCRIPPS yesterday and said that focusing on its advanced targeting offer to participate in the attack. “We have not joined the open AP, but we have something that is doing very well for our purposes,” said Jon Steinlauf, chief U.S. officer, Department of advertising, the opening of ink, said Prior to its upfront event last week.