TV’s battle for new yardsticks isn’t over yet.
The TV companies that own ad-tech firm OpenAP intend to make a pitch at Cannes to get advertisers to move their dollars to new kinds of measurement technologies — just as the networks are trying to roll out alternate audience-tabulation systems to Nielsen, which still sets the main currency upon which most ad deals are based.
Open AP is owned by Fox, NBCUniversal, Paramount and Warner Brothers Discovery, which will push advertisers to “shift real dollars from panels to census,” says Brittany Slattery, chief marketing officer at OpenAP.
Despite the networks’ best efforts, Nielsen remains an integral part of the audience-measurement mix. In April, the Fox-owned streaming outlet Tubi said it plans to expand its relationship with Nielsen to help advertisers measure viewing of Tubi programming across a wider array of venues.
The networks and OpenAP will hold a summit devoted...
The TV companies that own ad-tech firm OpenAP intend to make a pitch at Cannes to get advertisers to move their dollars to new kinds of measurement technologies — just as the networks are trying to roll out alternate audience-tabulation systems to Nielsen, which still sets the main currency upon which most ad deals are based.
Open AP is owned by Fox, NBCUniversal, Paramount and Warner Brothers Discovery, which will push advertisers to “shift real dollars from panels to census,” says Brittany Slattery, chief marketing officer at OpenAP.
Despite the networks’ best efforts, Nielsen remains an integral part of the audience-measurement mix. In April, the Fox-owned streaming outlet Tubi said it plans to expand its relationship with Nielsen to help advertisers measure viewing of Tubi programming across a wider array of venues.
The networks and OpenAP will hold a summit devoted...
- 6/7/2022
- by Brian Steinberg
- Variety Film + TV
A consortium built by some of the nation’s biggest media outlets to win new kinds of advertising is quickly changing its course.
Founded in 2017 by Viacom, 21st Century Fox and Time Warner, OpenAP was initially designed to help marketers figure out ways to buy advertising based on reaching segments of audience that aren’t defined as easily in current negotiations with TV companies. Once the company could define the parameters for sponsors eager to reach moviegoers, car buyers or families expecting babies, so the thinking went, the easier it would be for them to get more return on the investment put down on a program on one of the owners’ networks, like “The Daily Show” or “The Masked Singer.”
Now, says David Levy, OpenAP’s CEO, advertisers will soon be able to make purchases through OpenAP as well. And that new feature will turn it from an entity now managed by Viacom,...
Founded in 2017 by Viacom, 21st Century Fox and Time Warner, OpenAP was initially designed to help marketers figure out ways to buy advertising based on reaching segments of audience that aren’t defined as easily in current negotiations with TV companies. Once the company could define the parameters for sponsors eager to reach moviegoers, car buyers or families expecting babies, so the thinking went, the easier it would be for them to get more return on the investment put down on a program on one of the owners’ networks, like “The Daily Show” or “The Masked Singer.”
Now, says David Levy, OpenAP’s CEO, advertisers will soon be able to make purchases through OpenAP as well. And that new feature will turn it from an entity now managed by Viacom,...
- 9/23/2019
- by Brian Steinberg
- Variety Film + TV
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