Matching data sets for video advertising audience targeting is nothing new to comScore, particularly with Rentrak under its wing. Now with \u201c100 percent market share\u201d of all U.S. video-on-demand transactions, the company is encouraged by what partnerships like the nascent OpenAP consortium represent.<\/p>\n

Earlier this year, after Fox, Turner and Viacom announced the formation of OpenAP, details emerged<\/a> about how comScore\u2019s advanced audiences would be one of the first data sources integrated into the new system. And while OpenAP is just up and running, comScore\u2019s Cathy Hetzel believes it\u2019s a tipping point.<\/p>\n

That\u2019s because definitions of audience targets\u2014say, automobile intenders\u2014tend to vary. \u201cWhat you find is that targets are defined differently\u201d Hetzel, who is EVP of Commercial at comScore, says in this interview with Beet.TV.<\/p>\n

One of the best things about OpenAP, according to Hetzel, is that the networks involved are using common definitions of audience targets as supplied by comScore. It can then \u201cmeasure the effectiveness of that target on the back end and it\u2019s exactly the same target. The advertiser is not having a slightly different definition of a specific target that they\u2019re in the market to find.\u201d<\/p>\n

With everyone within OpenAP doing business off of a unified target, its \u201ca true tipping where we have the opportunity as a measurement company to really see the power of big data sets working together,\u201d Hetzel says.<\/p>\n

She would like to see the concept expand to other media sellers, regardless of whether it\u2019s under the auspices of OpenAP. Given the possibility of competing audience-targeting consortiums, \u201cwe\u2019re happy to oblige, obviously.\u201d<\/p>\n

It\u2019s also a good sign that the industry is thinking about ways in which it can reach scale because \u201cWe\u2019ve always been about scale.\u201d<\/p>\n

OpenAP isn\u2019t the only partnership in the advanced TV landscape, along with acquisitions and mergers and the vertical integration of networks and operators. Meanwhile, some newer startups are maturing and converging with one another.<\/p>\n

\u201cI think that\u2019s good for the industry. There\u2019s been a lot of noise the last several years and I think some of that noise is starting to settle down,\u201d says Hetzel.<\/p>\n

This video is part of a series of Beet.TV\u2019s coverage of the Advanced Advertising conference held during NYC TV Week. Beet.TV\u2019s coverage is presented by 4C Insights. Please find additional videos on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Matching data sets for video advertising audience targeting is nothing new to comScore, particularly with Rentrak under its wing. Now with \u201c100 percent market share\u201d of all U.S. video-on-demand transactions, the company is encouraged by what partnerships like the nascent OpenAP consortium represent. Earlier this year, after Fox, Turner and Viacom announced the formation of […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6839],"tags":[5356,3898,4265,4342,5144,5935,6848],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48484"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=48484"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48484\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=48484"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=48484"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=48484"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}