With advertisers still in the \u201ctest and learn phase\u201d with advanced targeting of television audiences, NBCUniversal joining the OpenAP consortium “will really move OpenAP\u2019s momentum forward towards a more usable tool that advertisers will want a part of,\u201d says Julie Anson, Associate Director, Partner Innovation, Advanced TV MAGNA Global.<\/p>\n
Currently on the sell-side, there\u2019s too much fragmentation \u201cand a lot of suppliers borrowing from other suppliers in the traditional aggregator space and the DSP space specifically,\u201d Anson adds in this video interview with Beet.TV taped last week at the Cadent & one2one Media UpFront event<\/a>.<\/p>\n \u201cI hope things like the consortiums and the announcement NCC brought to the table kind of starts pooling the inventory together so advertisers can have more access to one source of inventory and that scale.\u201d<\/p>\n Anson was referring to last month\u2019s news that the owners of NCC Media\u2014Charter Communications, Comcast Corporation and Cox Communications\u2014are creating a new division within NCC. Slated to launch later this year, the new division will design, deploy and sell unified advertising solutions across NCC\u2019s participants\u2019 national footprint.<\/p>\n \u201cThe group will use non-personally identifiable data and targeting capabilities to create advanced video advertising products that deliver greater scale, audiences and measurement to meet current and future demands of advertisers,\u201d NCC said in a news release<\/a>.<\/p>\n