• by Wayne Friedman , March 15, 2017

OpenAP will be “the television industry's first open platform for cross-publisher audience targeting and independent measurement” -- a single platform for agencies and advertisers to integrate into their planning systems for advanced audience targeting and independent measurement within premium content.

The companies say “premium content reaches 93% of all television audiences today.” The consortium hopes to expand to additional publishers.

“While demand for audience targeting has grown significantly, adoption has been limited by the fact that audience buying is not as transparent, as consistent and as easy as traditional guarantees,” the companies said in a statement.

The letter was signed by Joe Marchese, president of advanced advertising products for Fox Networks Group; Donna Speciale, president of Turner Ad Sales; and Sean Moran, head of sales of Viacom Media Networks.

For some time now, major TV networks have complained about the lack of true third-party measurement when it comes to cross-platform measurement of viewing of their TV programs.

In response to this announcement, Nielsen issued a statement:  "We strongly support the consortium's efforts to create a clearinghouse to audit the audience-based advertising delivery of its members. Nielsen's gold standard data measures many, if not most, of these audience-based advertising guarantees."

Nielsen added: "We support the consortium's goals to give advertisers and agencies verified and audited reporting of delivery. This is an important part of what is needed to create openness and transparency in ad buying and selling. We look forward to cooperating and working with the consortium."