Audience-based buying refers to media buying that leverages behavioral, attitudinal, and lifestyle based data to identify and create custom audience segments that go beyond traditional age and gender audience definitions.
Whether an advertiser is looking to target a travel enthusiast, a first-time car buyer, or a luxury shopper, transacting in custom audiences allows them to identify and reach a highly-engaged segment.
These campaigns deliver marketing outcomes that go beyond traditional impressions, including higher ad engagement, brand affinity, purchase intent, and driving in-store traffic.
Within our respective companies, we were at the forefront of the evolution of TV, creating advanced, data-driven products that helped advertisers move beyond basic demographics and into advanced audience targeting. However, while demand for audience targeting has grown significantly, adoption has been limited by the industry’s failure to make audience buying as transparent and easy as traditional guarantees OpenAP was our response to a clear industry need that required collective action.
Founded by a consortium of television publishers and operated by a leading, neutral third-party auditor, OpenAP simplifies audience-based media buying, by providing cross-publisher targeting and independent posting for advanced audiences.
The OpenAP platform is built and administered by one of the world’s leading media auditors and is designed from the ground up with security and rights management as fundamental requirements.
This means that agencies and advertisers maintain absolute control over which partners can review and analyze their target segments.
It also means that segment definitions that are securely shared with publishers are blind by default; this means that publishers cannot see the specific construction or data source combinations included in a segment but instead only the specific viewing source IDs that comprise the segment.
Chairman – John Halley
Chief Operating Officer, Ad Sales at Viacom
President, Advertising Revenue at Fox
EVP of Advertising Sales, Fox
President of Advertising Sales at Turner
EVP, Content Partnerships at Turner
Head of Partner Solutions at Viacom
SVP, Advertising Data & Technology Solutions at Fox
VP Ad Data Solutions at Fox
SVP, Ad Innovation & Programmatic Solutions at Turner
EVP, Advanced Advertising at Viacom
VP Ad Innovation and Programmatic at Turner
SVP Product Management, Advanced Advertising at Viacom
VP of Product Management, Data & Partnerships at Viacom
Chief Innovation Officer at Turner