Open AP is piloting holistic campaign measurement across multiple linear and streaming TV channels.
OpenAP, the advertising platform for both linear and digital TV, today announced the launch of XPm, a cross-platform management solution powered by OpenID. XPm will support cross-screen reporting on campaigns run across multiple publishers in the linear and streaming TV environments. The aim is to overcome siloed reporting on linear and streaming TV campaigns.
OpenID, announced by OpenAP in April, resolves linear and digital TV audiences into a common, person-level identity framework. Advertisers who run campaigns based on OpenID identities will be able to benefit from XPm reporting. The Video Advertising Bureau’s Measurement Innovation Task Force will oversee XPm to create common standards. Agencies GroupM, dentsu and Horizon Media will be the first to pilot the framework for XPm reporting insights.
Why we care. This is a hot space and is going to get hotter. Every day seems to bring a news story about improvements in the way TV advertising is targeted, monetized and measured. CTV in particular with its growing reach and built-in first-party data seems likely to rival or surpass other digital channels in terms of addressability. And linear TV is still standing.
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MarTechAbout The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
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