OpenAP, the advanced advertising company backed by Viacom, Fox and NBCUniversal, picked dataxu as its partner to provide technology and services for advertisers to create audience segments for use in targeted digital campaigns.
Dataxu’s OneView software will allow advertisers to work with OpenAP to create and distribute audience segments for use in digital campaign targeting through the OpenAP platform and its member viewership environments. OneView allows for audience segments to be constructed using audience attributes including consumer behavior, demographics, shopping habits and location.
The partnership comes ahead of the fall release of OpenAP 2.0, which will let buyers build cross-publisher audience segments for both linear and long-form digital video, and then submit orders to activate these segments through a centralized cross-publisher storefront.
“As TV viewing changes, identity and measurement is a significant unsolved need for the industry,” said Sandro Catanzaro, co-founder and chief innovation officer of dataxu, in a statement. “We are pleased to begin this relationship with OpenAP to collaborate on strategy and services that will shape the future TV advertising in a digital world.”
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“While there are a number of providers in our industry that offer DMP and data matching services, dataxu has invested in more strategic areas, including those related to identity and measurement. Our selection of dataxu to power our first offering to advertisers, audience creation, should telegraph our intentions for scaling services in the strategic ways that dataxu is uniquely positioned to accelerate,” said David Levy, CEO of OpenAP, in a statement.
OpenAP’s agreement with dataxu comes after last month the company teamed up with NCC Media to allow national advertisers to use OpenAP’s audience segment definitions when buying across NCC Media’s linear, VOD and addressable ad inventory. NCC Media is a joint venture between Charter, Comcast and Cox.
OpenAP also recently collaborated with FreeWheel and Accenture on a centralized premium video marketplace with workflow automation for national linear and long-form digital video buys.
“We are pleased to work with OpenAP and its partner dataxu to make advanced audience buying on long-form digital video more simple and scalable,” said Dave Clark, general manager and executive vice president of FreeWheel. “This kind of standards-based collaboration will help to build a thriving TV industry for all constituents.”