NBCUniversal\u2019s decision to join the OpenAP audience-targeting consortium one year after its creation is a positive move that \u201cgives us even more scale to buy and transact on from an audience standpoint,\u201d says Maureen Bosetti, Chief Partnerships Officer at Initiative, IPG’s global communications agency.<\/p>\n
\u201cCertainly the more partners that join OpenAP the more it allows us to really have that standardization across a greater amount of networks within the portfolio,\u201d Bosetti says in this video interview with Beet.TV taped last week at the Cadent & one2one Media UpFront event<\/a>.<\/p>\n When Fox, Viacom and Turner announced OpenAP<\/a> in March of 2017, Bosetti says Initiative was excited by the opportunity \u201cbecause one of the challenges that we\u2019ve had with audience buying is the limitations to optimize within different walled gardens versus trying to optimize across the entire cable or broadcast landscape.\u201d<\/p>\n On April 19, NBCU disclosed that it has decided not only to participate in OpenAP but will bring its in-house Audience Studio\u2019s data capabilities to boost the platform by integrating them into OpenAP\u2019s standardized data sets, as ADWEEK reports<\/a>.<\/p>\n \u201cWith NBCUniversal aligning with the consortium, we are all accelerating the industry\u2019s efforts in providing more premium scale to drive greater adoption of advanced audience targeting, while laying the groundwork for future innovation.\u201d the sales chiefs at Fox, Viacom and Turner said in a joint statement.<\/p>\n Bosetti<\/a> sees advanced audience targeting as a complement to the traditional way of buying primetime shows and daypart mixes, something that isn\u2019t about to change.<\/p>\n \u201cBut layering on an audience-based approach allows us to extend that reach across other channels or other platforms that we not be reaching them through those more traditional, fixed-TV buys,\u201d she explains.<\/p>\n OpenAP also offers transparency into buys instead of a \u201cblack box\u201d approach to reaching audiences. This gives advertisers increasing confidence to continue investing in advanced TV targeting.<\/p>\n \u201cClients more and more obviously want to make sure that every dollar that they\u2019re putting their investments into places that are driving the most effectiveness to drive their business,\u201d Bosetti says.<\/p>\n