US TV consortium launches audience measurement platform

OpenAP will deliver cross-publisher targeting and independent measurement for advanced audiences. In an open letter the consortium of US media giants said: “The evolution of television has brought new advances in audience targeting across premium publishers, which is enabling advertisers and agencies to drive more efficiency and more effectiveness with their TV budgets. 

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. It doesn’t need to be that complicated.”

The open platform will support industry-standard measurement sources and data. OpenAP will be a single platform that agencies and advertisers can integrate with their own planning systems.

The full details will be announced on April 7.