NCC Media, the national TV advertising sales and data-driven technology company, along with OpenAP, the national consortium of select television publishers, announced a new partnership to further standardize audience-based TV buying across a greater share of the television ecosystem through the use of OpenAP’s advanced audience segment definitions. This agreement simplifies and improves advertisers’ ability to reach unified audiences across broadcast, cable and digital TV.
The agreement will allow national TV advertisers to utilize OpenAP’s advanced audience segment definitions to seamlessly extend their campaigns to now include NCC’s footprint of 85 million households through its full range of linear, VOD and addressable inventory. Today’s initiative is the first of several new data and measurement programs the two companies are developing to support a more open ecosystem for comprehensive TV buying.
“The history of TV advertising is one of collaboration, with industry participants operating around a shared set of data and measurement standards as a way to drive success across the board,” said Nicolle Pangis, CEO of NCC Media. “We are excited to join with OpenAP in the mission of building an open model for the new world of data-driven advanced TV advertising that will position the industry for even greater growth.”
“Today’s announcement represents the first major step in a transformative alignment between MVPDs and programmers,” said David Levy, CEO of OpenAP. “Together, we can accomplish a lot more in our quest to create a sustainable ad-supported TV ecosystem that works for advertisers, publishers, and most importantly consumers. This is just the beginning of our partnership, and we’re excited to continue to collaborate with NCC on new data and measurement initiatives in the near future.”
Source: NCC Media