• by Wayne Friedman , 11 hours ago

OpenAP, the joint industry national TV advertising group, wants to standardize diverse "business outcome" data from advertisers on major legacy TV/streaming companies to provide more clear and unified results for brands’ media campaigns.

“By simplifying how outcomes are measured and activated across publishers, we can help advertisers see performance more easily,” said OpenAP CEO David Levy, in a release. This will “give publishers a stronger framework to grow investment without adding operational friction.”

OpenAP members in this effort include A+E Global Media, AMC Global Media, Hallmark Media, Fox Corp, NBCUniversal, Paramount, Scripps Networks, TelevisaUnivision and Warner Bros. Discovery.

While brands continue to push for more specific business outcomes data from media sellers -- website engagement, in-store visits, or actual purchases tied to TV advertisers consumer consume -- brand and media agency executives say that siloed business outcome coming from individual TV network/= and streaming sellers (or third parties) do not provide a clear and unified look at brands' overall media campaign results.

This will come with starting up a new software platform -- an API (Application Programming Interface).

OpenAP says a “new standardized conversion API for TV combined with consistent campaign exposure resolution aims to turn fragmented outcome data into a consistent, reusable signal across publishers.”

“Advertisers face growing pressure to prove performance while navigating increasing complexity,” says Ryan Gould, president of U.S. Advertising Sales, Go to Market for Warner Bros. Discovery.

“This cross-publisher initiative simplifies that challenge by making premium TV easier to connect, measure and invest in strategic audiences across data-driven video," Gould adds.