OpenAP integrates dataxu for ad targeting | Ad Tech | News | Rapid TV News
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OpenAP, the US advertising company backed by Viacom, Fox Corp and NBCUniversal, has selected dataxu to provide technology and services for advertisers to create audience segments for use in targeted digital campaigns.

openAp 26April2019An integration with dataxu’s OneView software will enable advertisers to work with OpenAP to create and distribute precision audience segments across OpenAP’s forthcoming digital marketplace. Specifically, OneView will power OpenAP’s ability to construct digital audience segments from thousands of audience attributes, including consumer behaviour, demographics, shopping habits and location.

The announcement follows the recent move to expand the OpenAP platform, in collaboration with FreeWheel and Accenture, into a centralised premium video marketplace with workflow automation for US national linear and long-form digital video buys. The partnership marks a step toward the fall release of OpenAP 2.0, in which buyers will be able to build consistent, cross-publisher audience segments, 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. “We are pleased to begin this relationship with OpenAP to collaborate on strategy and services that will shape the future of TV advertising in a digital world.”

“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,” said David Levy, CEO of OpenAP. “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.”