Using dataxu’s OneView software, advertisers can get “thousands of audience attributes, including consumer behavior, demographics, shopping habits and location.”
OpenAP members include Viacom, Fox Corp., NBCUniversal and Univision.
Specifically, OneView will give OpenAP the ability to construct digital audience segments from “thousands of audience attributes, including consumer behavior, demographics, shopping habits and location."
The dataxu deal comes after OpenAP made efforts early this year around building a premium video marketplace.
In April, OpenAP announced it was launching a premium video marketplace called OpenAP 2.0, built in collaboration with Accenture and FreeWheel, Comcast’s advertising serving-management company.
The marketplace will be launched this fall. TV buyers can submit orders to activate segments through a centralized cross-publisher marketplace for both national linear TV networks and long-form digital video. Accessible at OpenAP.tv, it can be used by media-agency planning systems and approved digital-sales platforms.
Also in April, WarnerMedia’s Turner, a founding member of OpenAP, said it was leaving the group. AT&T has said its advertising unit Xandr will help the Turner network with advanced advertising sales efforts.
Launched in 2017, OpenAP's main intent is to deliver cross-publisher audience segments and a marketplace for both linear TV and long-form digital video.