CHICAGO – The increasingly complex world of advanced, targeted TV advertising may settle down into an accepted norm of multiple standards, buying channels and viewer identity profiles – as long as there are sufficient connectors to translate between each of them.<\/p>\n
In the latest move, OpenID<\/a>, the US TV network consortium, is launching its own such identity system.<\/p>\n In this video interview with Beet.TV, Matt Spiegel, who runs the media division of TransUnion, explains how the identity system, powered by his company, will work.<\/p>\n “Each of these different players in the industry need to create an understanding of identity and be able to translate that across different platforms and have the right connect connection points,” Spiegel says. “They all have to be able to translate from one data set to another, from one identity to another.<\/p>\n “In order to do that behind the scenes, you’ve got to have the right different data matching mechanisms … called ‘crosswalks’ … to maintain a translation layer from one ID set to another. What we’re doing is giving … the OpenAP ID that ability.<\/p>\n “When they work with their network partners or their advertising partners, because it’s underpinned by TransUnion’s intelligence and we are connected to all these different ID sets, the ability is (for targeting) to … start anywhere. (For example), start with a client’s first-party data, start with the network’s first party data, start with a third-party available data.”<\/p>\n OpenAP is a way for ad buyers to buy across AMC Networks, Fox, NBC Universal, ViacomCBS, Univision and The Weather Channel properties.<\/p>\n Launched three years ago, OpenAP first aimed to harmonize the meta data descriptions used by a variety of TV broadcasters in order to make selling more scaleable.<\/p>\n Then it made a step-change by\u00a0launching<\/a>\u00a0an actual marketplace through which ad buyers can purchase data-driven TV ads across those networks from OpenAP itself, or else through buying platforms with OpenAP integrations.<\/p>\n And it launched<\/a> a supply-side platform (SSP) in January.<\/p>\nPowering ID<\/h2>\n
OpenAP’s progress<\/h2>\n
Start anywhere<\/h2>\n