Commentary
OpenAP Makes iSpot Real-Time Measurement, Attribution Available To All Clients
- by Karlene Lukovitz @KLmarketdaily, July 28, 2020
In the latest effort to enable advertisers to employ audience data-driven campaigns at scale across linear TV and premium long-form video, advanced audience-targeting platform OpenAP is making iSpot.tv’s real-time television advertising measurement and attribution solutions available to all of its clients.
iSpot was already providing measurement solutions to the media companies that are members of the OpenAP consortium and provide linear and video inventory: AMC Networks, FOX, NBCUniversal, ViacomCBS, The Weather Channel and Univision.
With the extended partnership, all OpenAP client agencies and advertisers, including those who are not currently iSpot clients, can now use performance-based attribution reporting, and measure incremental reach over linear TV on audience data-targeted, cross-publisher campaigns activated through the OpenAP Market marketplace.
Users will have access to iSpot’s always-on performance data on web conversions, retail visits, box-office sales and programmatic tune-ins for campaigns spanning OTT and linear TV buys, and can apply the insights to optimize live campaigns.
OpenAP Chief Product Officer Ed Davis described the partnership as an “important first step” toward breaking through measurement and reporting walled gardens and opening up attribution and OTT reporting available for all advanced advertising campaigns.
The OpenAP Market, which launched last October, links demand-side platforms and agency planning systems, and claims to reach more than 90% of all U.S. television audiences.
Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Interesting, Karlene. Last time I looked the various sellers utilizing this facility did not allow buyers to compare what they were offering with bids by other sellers---which seemed like a major problem to me. I wonder if this has changed. If so, this might be a very good way for advertisers who appreciate the merits of improved targeting methods and the benefits they might bestow on brands that need such refinements to negotiate without giving the sellers such a built in "take it or leave it" edge.