CBS Joins Open AP Audience-Targeting Alliance

Variety | 12/9/2019 | Brian Steinberg
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“Young Sheldon” leads CBS’ Thursday-night schedule. Soon it may help to lead advertisers to a new way of placing their commercials.

CBS has joined “Open AP,” the audience-targeting alliance working to accelerate the emerging advertising practice known as “audience buying.” Open AP works to give advertisers a way to buy impressions from particular types of consumers – first-time car buyers or expectant mothers, for example – across media outlets owned by multiple companies, and includes Viacom, NBCUniversal, Fox Corporation and Univision as its backers.

October - OpenAP - Marketplace - Customers - Kinds

In October, OpenAP unveiled a new marketplace that lets its customers not only define specific kinds of viewership across different media companies, but allows them to make actual purchases of digital-video and other kinds of inventory.

“The launch of the OpenAP Market has outperformed our expectations. We have had over 50 campaigns this quarter and with CBS networks now part of the fold that really should give buyers the confidence that they can now reach a majority of the TV market in one consolidated buy,” says David Levy, Open AP’s CEO, in an interview. “Agencies are excited that we are now using the scale of our networks to optimize across both publisher and platform to maximize reach of the precise audience that are trying to market to. Our networks are working together to move the market forward and that is what is needed at this moment.”

CBS - Decision - Days - Company - Viacom

CBS’ decision to join comes just days after the company merged with Viacom to become ViacomCBS, and suggests...
(Excerpt) Read more at: Variety
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