OpenAP - Paving the way for ID-based buys in TV advertising

We’re still in the middle of a bumpy transition from yesterday’s panel-based TV ad model to an upgraded system based on IDs. This week, we talk with one of the best-positioned companies offering tools to do audience-based media trading in TV environments. With investors like NBCU, Paramount, Warner Bros Discovery and Snowflake, the company has assembled a consortium of TV data owners. For these parties, it plays an important role in synchronizing audiences so that large agencies and other buyers can easily transact and measure using their preferred currencies. Marketecture’s Mike Shields interviews Ed Davis, president of product and operations. Recorded November 2023

Video is only available to subscribers

Become an insider, with MarketectureTV premium access