OpenAP, the advanced advertising marketplace, has inked an agreement with iSpot.tv giving agencies and advertisers real-time TV attribution and OTT measurement.
OpenAP members supplying linear TV and digital video inventory to the marketplace include AMC Networks, Fox, NBCUniversal, ViacomCBS, Univision and The Weather Channel.
iSpot.tv currently provides measurement to these media companies.
Under the deal, OpenAP iSpot will deliver performance-based attribution on audience-based campaigns for all OpenAP advertising/agency clients -- existing and non-existing iSpot customers.
With iSpot, marketers can measure incremental reach over linear TV on TV publisher campaigns through the OpenAP market.
Marketers can measure TV campaign performance through iSpot and can also receive research on web conversion, retail visits, box-office sales and programming tune-in while measuring and analyzing OTT campaigns with linear TV buys.
The OpenAP market launched in October 2019.
The OpenAP marketplace connects to agency planning systems and demand-side platforms (DSPs).
OpenAP claims it reaches more than 90% of all U.S. television audiences through three broadcast networks, 20 cable networks, and associated premium digital video platforms.