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Nielsen, comScore among Initial Partners for OpenAP
US network owners Fox, Turner and Viacom have released more details about their OpenAP initiative, their audience data platform announced last month.
OpenAP will be the television industry's 'first-ever' open and transparent site for marketers and ad agency executives to explore audiences, pull data and establish consistently defined audience targets to be active across any member publisher. Agencies and advertisers can integrate the single platform with their own planning systems - but it will not be a buying platform.
Now the partners have revealed that the platform will use comScore and Nielsen data, while consulting firm Accenture will be the independent managing auditor.
comScore's advanced audiences will be one of the data sources integrated, allowing users to go beyond traditional age and sex demographics and look at factors like auto purchase intent, CPG brand buying and political affiliation. Bill Livek, Executive Vice Chairman and President of comScore comments: 'It's clear that the media industry wants to increase the use of advanced currencies for television buying, and OpenAP promises to accelerate that path'.
Lynda Clarizio, Nielsen's President of US Media, says the firm's audience segments built on its household, person level and buyer graphic ratings data 'are the most widely used for national audience based buying across linear television today', adding: 'We are confident that they will play the same role in OpenAP'.
Web sites: www.nielsen.com , www.comscore.com and www.accenture.com .
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