Having helped its clients leverage the Viacom Vantage advanced targeting product, WideOrbit has expanded the concept to the OpenAP consortium, of which Viacom is a founding member.<\/p>\n
\u201cWhat we\u2019re doing with OpenAP is integrating it into our products so you can actually build a rate card against an OpenAP target,\u201d says Ashley Barretto, GM, WO Network, WideOrbit.<\/p>\n
\u201cYou can build deals against it, you can air the deals, you can steward against it and you can produce and report results,\u201d he adds in this interview with Beet.TV at the recent WideOrbit<\/a>\u00a0Connect conference. \u201cWe started out working with Vantage, Viacom\u2019s offering, and that led to OpenAP.\u201d<\/p>\n Calling television a \u201cfractured marketplace\u201d with shrinking linear audiences, both buyers and sellers are seeking more value from advertising inventory, according to Barretto<\/a>. Because Nielsen\u2019s age and gender metrics are still the transactional currency, the desire for added value is in advanced audience targeting that can be attributed to business outcomes.<\/p>\n \u201cThis is taking them a step forward in terms of targeting the commercials beyond the age and gender into more specific targets that can produce results,\u201d Barretto says.<\/p>\n One of WideOrbit\u2019s priorities getting ad impressions to flow across platforms. With its roots in linear TV and having added digital to its toolkit, it\u2019s working to provide clients with \u201cfluidity solutions, where you can actually build a linear deal and if you\u2019re under-delivering on that, you can move impressions across to the digital platform, bring those delivered impressions back and provide a holistic delivery across multiple platforms.\u201d<\/p>\n The company\u2019s efforts on OpenAP is reflective of what Barretto says is the way it does business. \u201cWhat we\u2019ve always done is partner with our clients. We don\u2019t build it in a vacuum and then go out to market with it.\u201d<\/p>\n