According to relevant executives, the owner has acquired a 10% stake in OpenAP, an advertising targeting group that includes several major television companies.
OpenAP Established in 2017 Develop tools that make it easier for marketers to target ads across multiple TV networks in a more specific and data-driven way than traditional TV purchases.
It provides a platform to help advertisers find and reach audiences (for example, consumers interested in buying a car) across TV inventory on various networks, as well as both linear and digital displays. increase. Linear refers to the traditional TV viewing style (watching a show on a particular channel at a scheduled time), while digital includes streaming platforms.
Last year, OpenAP introduced so-called identifiers Allow advertisers to place and measure ads more efficiently Straddling separate digital TV systems and traditional TV systems.
OpenAP expects marketers to purchase $ 500 million in ads through the platform in the fiscal year ending September 20, 2022, an increase of 140% over the previous year. The company said it works with more than 100 advertisers.
The current owner of OpenAP is Comcast Corp. NBC Universal.
WarnerMedia LLC was a founding member, Withdrawal After 2019
AT & T Ltd
Acquired the parent company TimeWarner Inc.
(Fox and The Wall Street Journal Parents
Share common ownership. )
Last year’s AT & T and Discovery Agreed to combine media assets It will be a new publicly traded company and will close transactions this year.
Discovery, which includes networks such as HGTV, Food Network and Animal Planet, is already collaborating with OpenAP. The company began using OpenAP identifiers in the spring of 2021 and worked with the group on the introduction of XPm, a way to measure audiences on a variety of platforms.
“We work with almost every domestic network out there, but at the board and investor level, there are also networks that are far more involved from a strategic perspective and roadmap plan,” said OpenAP’s chief executive officer. David Levy, CEO, said. “I think I was really interested in going further [Discovery’s] Be involved in many ongoing strategic discussions and become more involved. And, frankly, we need and want that insight, as each network has a different combination of challenges. “
Both companies refused to disclose the financial terms of the transaction.
Discovery’s Chief Advertising Sales Officer, Jon Steinlauf, and Discovery’s Executive Vice President of Digital Advertising Sales and Advanced Advertising, Jim Keller, will join OpenAP’s Board of Directors.
Marketers are looking for better ways to buy across platforms and content publishers, Keller said.
“Rather than letting us stand by and let other competitors set a roadmap for how to avoid data, privacy, technology and measurements, we wanted to be part of the conversation,” he said. Told. “For the past two years or so, there has been a lot of momentum in audience-based sales across the market, but if you haven’t talked about audience-based sales for the past six months, you can’t talk to anyone.”
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Discovery buys shares in TV advertising targeting group OpenAP
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