- Ad tech company OpenAP’s recent Open Identity cross-platform discover solution will go live in May. The solution is designed to enable advertisers to discover single audiences across publishers, streamers and data providers, in keeping with a press release.
- Acxiom, DeepSync, Experian, LiveRamp and TransUnion are on board and have agreed to standardize their data to be used with the Open Identity offering.
- OpenAP is owned by Fox, NBCUniversal, Paramount and Warner Bros. Discovery. The company described Open Identity as an evolution of its OpenID common TV identifier that goes further by enabling direct matching of identity data for more seamless usage for advertisers.
In an increasingly fragmented media landscape, the search for the proper cross-platform audience targeting model continues. On the heels of agencies and data firms offering consumer identity solutions, Open Identity is a bid by the TV networks who own OpenAP to indicate they’ve something to supply as well. They aren’t alone: The Association of National Advertisers is predicted to roll out a beta test of its Aquila measurement solution within the near future, in keeping with MediaPost.
OpenAP’s stakeholders assert that the Open Identity product has a forte of differentiation since it was developed by TV broadcasters who know that advertisers want enhanced options for premium video.
“The workflow of the longer term for streaming video should be interoperable and data must connect seamlessly across all data providers, publishers, platforms and currencies,” said OpenAP CEO David Levy, in a press release.
Once the product is live, publishers and data providers will connect their data sets to OpenAP’s data clean room, which can allow advertisers to compose audiences with discover information across the industry with none additional “crosswalks,” in keeping with OpenAP. Advertisers and publishers will then use Open Identity to define the identity providers they wish to use on a campaign in addition to the business logic that governs targeting and measurement.
The news is the newest example of the premium that the marketing and promoting industry has placed on data. Earlier this month, WPP acquired data collaboration platform InfoSum in a bid to spice up the holding company’s AI-powered data intelligence and consumer identity capabilities. That acquisition followed Publicis Groupe’s purchase of identity solutions firm Lotame for similar purposes.
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