OpenAP Launches TV Sector 'Data Clean Room'

Cross-platform audience-targeting specialist OpenAP has partnered with data cloud company Snowflake to develop a cross-platform 'data clean room' solution for the television industry.

Partly owned by US television conglomerate Discovery, OpenAP enables advertisers to onboard audiences centrally for use in planning, campaign execution and measurement across premium video advertising. The firm recently launched a TV measurement framework called XPm, allowing measurement companies to deliver metrics including deduplicated cross-publisher and cross-platform reach and frequency.

The new OpenAP Data Hub is built on Snowflake's Media Data Cloud, through which businesses can perform first party data matching, and share and analyze collaborative data for identity, audience insights, targeting, activation and measurement. The Hub allows publishers and advertisers to access cross-platform data in privacy-compliant environments and deliver audiences for targeting and measurement. The company says it will develop the solution's capabilities to meet the needs of TV publishers as well as cross-platform measurement providers, agencies and brands.

CEO David Levy (pictured) comments: 'Enabling data-rich, cross-platform advertising that is relevant to how consumers are viewing video today requires the resolution of viewership data across multiple environments. The future of advertising must be built on top of powerful clean room technology to perform at the massive scale of TV. Together with Snowflake, we are designing an ecosystem for TV advertising that is open and interoperable, all while protecting the privacy of viewer data'.

Web sites; www.openap.tv and www.snowflake.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.