The definition of advanced advertising has expanded from advanced targeting to using sophisticated data to get cross-platform insights across campaigns.
For years, brands and advertisers have been asking for unified cross-platform insights, and the industry is finally delivering on that ask. Last year, OpenAP debuted XPm, TV's cross-platform measurement framework that unifies measurement and reporting across screens. 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.
Watch the full presentation above.
XPm delivers for clients not just the ability to understand how many people were reached, but who specifically was reached.
It's a nuanced, but key, distinction. Today's advertisers need to know more than just how many people saw an ad; they need to know that their campaigns were effective at reaching their intended audience. It's the distinction, Levy explained, that will drive the next measurement renaissance in TV advertising. Without an understanding of who specifically was reached, marketers are in the dark.
Building on and expanding the success of XPm, Levy introduced OpenAP Demographic Data, which allows advertisers to receive the same rich audience insights the XPm unlocks regardless of whether their campaign targets advanced or demo audiences, as long as the audience is built on the OpenID identity spine.
This scale is happening at unprecedented levels within the advanced advertising space and we need to be ready and prepared to deliver on that promise as we transition the entire $70 billion industry to ID-based targeting and measurement.
As we look toward what's sure to be exponential growth in advanced audience targeting and measurement in our industry, growth which accelerated this year following the introduction of XPm, our industry need to have the infrastructure in place to handle audience data with the speed, efficiency and ease that advertisers need, all in a privacy-friendly manner. Enter the OpenAP Data Hub--OpenAP's federated data clean room built on the Snowflake Media Cloud, and our response to that industry need.
The OpenAP Data Hub "will allow our XPm measurement providers to get secure, privacy-safe access to programmer data so they can execute cross-platform measurement and analysis," Levy said. The OpenAP Data Hub will continue to evolve and enable new services for measurement partners, programmers and advertisers.