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{"id":71118,"date":"2021-01-11T12:43:17","date_gmt":"2021-01-11T17:43:17","guid":{"rendered":"https:\/\/www.beet.tv\/?p=71118"},"modified":"2021-01-11T13:26:35","modified_gmt":"2021-01-11T18:26:35","slug":"omnicom-media-group-first-to-test-openaps-new-tv-ad-data","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/01\/omnicom-media-group-first-to-test-openaps-new-tv-ad-data.html","title":{"rendered":"Omnicom Media Group First To Test OpenAP’s New TV Ad Data"},"content":{"rendered":"It originally launched with more modest ambitions, to harmonize the data segments TV networks use to describe their audiences.<\/p>\n
But now OpenAP<\/a> has launched the latest new initiative in its ongoing maturation – a supply-side platform (SSP) to help the buying of linear TV ad inventory.<\/p>\nThe new platform, announced on Monday, has connective tissue that exposes OpenAP systems via APIs to buyers’ own systems.<\/p>\n
First to use it is Omnicom Media Group (OMG), which has connected its Omni buying platform to OpenAP’s tools and will be testing them through Q1 and Q2.<\/p>\n
OMG OpenAP’s API<\/h2>\n
In this video interview<\/a> with Beet.TV in December, which we are republishing today, OMG’s advanced advertising MD Matthew Kramer talked about a dearth of data he said was available with which to prove the effectiveness of addressable TV ads.<\/p>\nIn today’s announcement, Kramer says: “Connecting Omni to OpenAP
\nmarks a significant step towards automation of traditional TV by bringing more speed, efficiency and visibility to TV inventory, enabling more flexibility and accountability in this medium.\u201d<\/p>\n