OpenAP Launches Open Identity for Interoperable Streaming Ads

OpenAP Launches Open Identity for Seamless Streaming Ad Targeting

OpenAP, the advanced advertising company owned by Fox, NBCUniversal, Paramount, and Warner Bros. Discovery, will launch its Open Identity solution in May. This cross-platform identity solution aims to simplify audience targeting across various publishers, streaming services, and data providers.

Key data providers, including Acxiom, DeepSync, Experian, LiveRamp, and TransUnion, have partnered with OpenAP and will standardize their data for Open Identity. This collaboration promises more accurate and efficient audience targeting for advertisers.

Open Identity builds upon OpenAP's existing OpenID and allows direct matching of identity data. This enhancement streamlines the process for advertisers, offering a more seamless experience.

Enhanced Targeting in a Fragmented Media Landscape

Open Identity addresses the growing need for effective cross-platform advertising in today's fragmented media environment. This solution offers TV networks a powerful tool to compete with agency-led identity solutions. It also coincides with the anticipated beta launch of the Association of National Advertisers' Aquila measurement solution.

Developed by broadcasters, Open Identity is designed to meet advertisers' demands for enhanced premium video advertising options.

"The workflow of the future for streaming video must be interoperable and data must connect seamlessly across all data providers, publishers, platforms and currencies," said OpenAP CEO David Levy.

Open Identity will leverage a data clean room, enabling advertisers to build audiences using identity information from across the industry without complex data integration. Advertisers and publishers can then define their preferred identity providers and targeting logic for each campaign.

This announcement highlights the increasing importance of data in the marketing and advertising industry, following recent acquisitions like WPP's purchase of InfoSum and Publicis Groupe's acquisition of Lotame, both aimed at bolstering data-driven marketing capabilities.