OpenAP's Identity Graph Strikes Deals With Big 3 SSPs, GroupM First To Use

OpenAP, the advanced advertising company owned by major U.S. TV network groups, has made deals for its identity graph, Open ID, to work with three big programmatic supply side platforms -- FreeWheel, Magnite and Xandr’s Monetize SSP.

Advertisers can now see unified campaign cross-platform results -- including deduplicated reach and cross-platform frequency of their media buys -- across three major sell-side platforms.

An identity graph typically provides a single view of customers interactions (and potential customers) with products and services across devices and identifiers. Marketers have been concerned about comparing different audiences amid expanding media fragmentation.

OpenAP believes the OpenID is helping develop new cross-platform measurement -- with the goal to give more tools to linear-based TV networks to compete with big digital platforms, such as Google and Facebook.

OpenID resolves different linear and digital audiences into a common identity “spine” for TV, according to the company.



GroupM is the first agency to base media deals on OpenID audiences for programmatic buying. OpenAP says media buyers can leverage their preferred demand-side platform to transact against OpenID.

In June, OpenAP made a deal with Snowflake to start a "clean room" effort. NBCUniversal, Paramount Global, Fox Corp. and Warner Bros. Discovery -- TV network owners of OpenAP --were the first to participate. Clean rooms are places where media sellers can safely share and match data with advertisers and their first-party data without violating user privacy.

Last year, OpenAP made a deal with The Trade Desk for interoperability between the OpenID and Unified ID 2.0 -- the industry-wide initiative The Trade Desk has been promoting to create an alternative to digital media third-party cookies.

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