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Video

Cannes Advanced Advertising Summit: How Paramount Drives Better Efficiency & Outcomes with Alternate Currency & XPm

Consistency maximizes results. Quality audience data matters. Cross-platform is more critical than ever before. Three sentiments that advertisers have heard time and time again over the last few years. Paramount's Travis Scoles and VideoAmp's Michael Parkes took the stage at TV's Advanced Advertising Summit at Cannes Lions, they shared them alongside the results to back them up.

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Case Study

Utilizing a Multi-Platform Approach to Reach More In-Target Audiences with Less Budget

For its 2021 holiday TV campaign, an outdoor apparel brand needed to reach its core audience of outdoor enthusiasts. The challenge? The brand had reduced its total TV budget by 76% for the quarter. Download the case study to see how the brand leveraged a multi-platform approach to reach more in-target audiences with less budget.

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Video

Cannes Advanced Advertising Summit: Advanced Advertising & Cross-Screen Measurement is Ready for Prime Time

NBCUniversal and iSpot recently completed a massive-scale new currency test that engaged over 150 brands as the TV ecosystem evolves its approach to measurement and currency. In this fireside chat, Kelly and Sean walk through the key findings and conclusions of the tests and discuss what comes next.

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Blog

Say Hello to the Newest Members of Team OpenAP

Throughout 2022 thus far, we've seen exponential growth of the marketplace as TV advertising has further shifted away from traditional buying demographics to advanced, cross-platform targeting and measurement. At OpenAP, we've added a fresh new set of talent across technology, audience solutions and client success to help advertisers reach precise ID-based audiences whenever, wherever and however they are viewing.

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Video

Cannes Advanced Advertising Summit: Ubiquitous Measurement

TV buyers today have more options when it comes to audience measurement and transactional currency than ever before. The Ubiquitous Measurement panel at TV's Advanced Advertising Summit at Cannes Lions 2022 explored the ways in which measurement and currency differ and how buyers can get a unified understanding of audiences in a complex media landscape. Watch the full conversation now.

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Video

What is the OpenAP Data Hub?

OpenAP has partnered with Snowflake to build the OpenAP Data Hub, TV’s cross-publisher clean room solution. Launching in phases, the OpenAP Data Hub will give publishers and advertisers access to rich cross-platform data for enhanced planning, targeting and measurement of TV advertising campaigns.

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Video

What is OpenID and how does it power cross-platform targeting and measurement?

Sometimes it's better to show than tell. In our latest video, we cover the what, how and why OpenID is the link to unlocking cross-platform targeting and measurement for advanced TV advertising.

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Blog

Why Measurement Innovation means Detaching Measurement from Currency

The complex and rapidly changing landscape of television advertising measurement has been chronicled at length over the last twelve months as trade associations, media companies and advertisers have demanded that now be the time for change.

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Blog

NBCUniversal integrates its first-party data and identity platform with OpenID

Take a look at how NBCUnified’s integration with OpenID makes it even easier for marketers to activate cross-platform advanced audience campaigns

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Blog

Why A Common Identity Spine Unlocks True Cross-Platform Targeting and Measurement for TV

Brands increasingly need to plan, target, optimize and track the impact of TV ad spending -- across all devices, platforms and screens. Emerging new technologies and the rise of streaming seem to be just what TV needs to get there.

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Case Study

Driving In-Store Foot Traffic: An Audience-Based Approach for Retail

With the holidays right around the corner, a major retailer wanted to drive higher in-store foot traffic among holiday shoppers. While the retailer already had strong brand awareness and market penetration in many markets, the brand wanted to increase in-target reach with its core audience.

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Blog

Addressable Advertising is Audience-Based Advertising

If you’re still catching up on the state of addressable, let’s breakdown what technologies, capabilities and automations are available right now for addressable advertisers, and where innovation will happen in 2023.

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Case Study

Building Awareness & Demand Among Likely Patients: An Audience-Based Approach for Pharma

For a major pharmaceutical brand that had just received FDA approval of a new prescription medication in late 2021, a television advertising campaign was a sure way to build brand awareness, at scale, among likely patients. But given the goals for the campaign and nature of the product they were bringing to market, relying on broad age/demo television buys to reach consumers would not get the ROI needed.

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Video

Cannes Advanced Advertising Summit: Making Exposure Data Actionable

The panel on Making Exposure Data Actionable at TV's Advanced Advertising Summit at Cannes Lions 2022 discussed the convergence of linear and digital, the role programmatic plays, and how marketers can leverage new technologies to plan, execute and measure campaigns holistically.

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Blog

Listen In: Key Conversations in TV Advertising

In a series of conversations produced in partnership with the Next in Marketing podcast with Mike Shields, we explore what greater collaboration could look like amongst agencies, what brands really need to adopt more data-driven strategies and why TV publishers are bullish about new joint solutions that will make it easier to scale the marketplace for advanced TV.  

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Video

Cannes Advanced Advertising Summit: Moving Beyond the Panel

The definition of advanced advertising has expanded from advanced targeting to using sophisticated data to get cross-platform insights across campaigns. In his keynote, OpenAP CEO David Levy unveils the next frontier in advanced TV advertising, and the solutions OpenAP is bringing to the marketplace to drive that innovation.

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Video

Cannes Advanced Advertising Summit: The Buyer Perspective

Collaboration among the sell side of TV advertising has catalyzed innovation - now it's time for the buyside to respond. That was the consensus coming out of the Buyer Perspective panel at TV's Advanced Advertising Summit at Cannes Lions 2022. Watch the full conversation now.

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Blog

Meet OpenAP's Newest Team Members

OpenAP has seen significant growth over the past several months. At this exciting crossroads of celebrating our progress and continuing to build for the future, we need the best people to help us usher in a new era for TV advertising. That's why we've been busy growing our team, too.

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Blog

Digiday recognizes OpenAP and Nielsen for making it easy and fast for advertisers to activate custom audiences for TV targeting at scale 

Today’s advertisers need audience-based TV campaigns to be as easy and simple to plan, execute and measure as traditional age-gender demos.

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3 Key Questions for Cross-Platform Marketers

Reaching your audience across screens should be easy. But, it can get complex fast if you’re starting from different denominators. Want to know if your campaign is set up for success? Ask these three questions before you get started.

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Blog

A Playbook for Advanced Advertising in 2021

Get our practical guide for advertisers looking to scale audience-based campaigns on TV. We provide actionable tips, while debunking many myths about the TV sector.

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