Xandr Adopts OpenAP’s OpenID to Streamline Audience-Based Buying in National TV

OpenAP, the advanced advertising company bringing simplicity and scale to audience-based campaigns in television, and Xandr, AT&T’s ad technology platform powering a global marketplace for premium advertising, announced a new strategic alliance that will enable OpenAP’s OpenIDSM audiences inside Invest TV, Xandr’s buyer self-service platform for linear television. Buyers using Invest TV will now be able to activate unified audiences across all of the U.S.’s largest premium TV publishers and utilize those audiences in their Invest TV buying workflows.

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Xandr will adopt the OpenID, a unique identifier launched by OpenAP that enables centralized activation of advanced audiences for use in campaign targeting, and OpenAP will accept demand from Xandr’s Invest TV buying platform. Invest TV will use OpenAP’s Audience Activation API, RFP and Proposal APIs, as well as its Campaign Post API, supporting interactions between Invest TV clients and publishers accepting demand through OpenAP’s platform. The collaboration signals a commitment from both organizations to grow the market for audience-based advertising across the entire national video footprint.

With this integration, OpenAP and Xandr will enable a buyer to activate an audience target centrally with OpenIDs and use that OpenID audience within Invest TV to define deals, distribute and collect RFPs across publishers, review and request changes to proposals and analyze post-campaign reporting. Advertisers will benefit from a consistent ID-based audience used for transacting on a national footprint of premium television advertising inventory, enabling deduplicated reach estimates and reporting.

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David Levy, chief executive officer of OpenAP, said: “A common identity for television is a critical foundation in allowing us to create an environment where sellers are able to deliver true cross-publisher and platform insights for advertisers. To do this at scale, however, ID-based audiences must be interoperable and ubiquitous with the platforms clients want to use. We are thrilled to work with Xandr to bring the OpenID to Invest TV clients for use in linear cross-publisher campaigns, unlocking the ability to transact on a consistent OpenID audience across all major national publishers. We are committed to interoperability with the platforms and solutions that clients leverage for audience-based buying across the television ecosystem.”

“The collaboration between Xandr and OpenAP is a gamechanger for both media buyers and sellers, removing friction that has existed with executing campaigns on advanced audiences at scale,” said Mike Welch, EVP & GM of Xandr. “We built Invest TV to streamline and unify buying of advanced TV audiences, and we heard the message loud and clear that the ability to plan, buy and measure on the premium national TV footprint was critical. Xandr offers an automated access point to scaled reach in data-driven linear TV, and we’re thrilled to be working alongside industry innovator OpenAP to do it.”