CANNES \u2013 In the modern-day television business, you can\u2019t have too many partners to meet the growing demands of both viewers and advertisers. This is particularly true in the attribution space.<\/p>\n
\u201cWe understand that brands are going to demand their own special measurement. It\u2019s not our place to determine exactly who they should use,\u201d says Denise Colella, SVP, Advanced Advertising Products & Strategy, NBCU. \u201cSo we\u2019re allowing them to use a suite of attribution partners that we partner with to make sure they can measure anything they do.\u201d<\/p>\n
In this interview with Beet.TV at the Cannes<\/a> Lions International Festival of Creativity, Colella expresses enthusiasm for NBCU participating in the OpenAP audience targeting consortium and the need for added speed in moving the TV industry forward.<\/p>\n When NBCU looks at cross-platform viewing, it tries to deliver a \u201cpremium experience\u201d regardless of where its content is being consumed by using a device graph that reflects that consumption, according to Colella<\/a>.<\/p>\n \u201cWe\u2019re able to use OpenAP to make sure that our planners can plan and the brands can plan across publishers\u201d and then use a suite of offerings that are \u201cgreat towards being able to measure these campaigns across platforms.\u201d<\/p>\n Having recently joined OpenAP<\/a>, \u201cWe\u2019re very excited to work with Fox, Viacom, Turner to make sure that the industry is really moving ahead at the breakneck speed that we need to be going at. They\u2019re our first partners that we\u2019re so excited about.\u201d<\/p>\n For attribution, NBCU is working with iSpot<\/a> and is testing with Data + Math<\/a>, among others. With iSpot, the company works with advertisers to define the outcome they want to measure and then tracks the success of the campaign, as The Wall Street Journal reports<\/a>.<\/p>\n \u201cNot every partner is going to be the best at every vertical, so we make sure we have a good host of those,\u201d says Colella. \u201cSo we have an entire group that\u2019s dedicated to just managing our data and partnerships.<\/p>\n \u201cThe overwhelming effect is that everybody wants the same thing. They all want to be across platforms, they all want to be able to plan that way and they all want to be able to measure that way.\u201d<\/p>\n