US TV consortium updates audience platform

The open platform for cross-publisher audience targeting and measurement, which launched in 2017, has been expanded through a partnership with Accenture and FreeWheel.

Advertisers will now be able to build cross-publisher audience segments for national linear and long-form digital video, and activate these segments through a centralised marketplace.

OpenAP 2.0 will also offer cross-publisher analytics including pre-campaign performance projections and post-campaign delivery metrics.

In a joint statement, the companies said: "Our latest iteration of OpenAP transforms the way that advertisers can transact to deliver holistic advanced audience campaigns from start to finish on both linear and long-form digital platforms.

"OpenAP was the TV industry’s first open platform for cross-publisher audience targeting and independent third-party posting, and this is a major step in furthering our mission to bring the industry together to make audience buying more transparent, consistent, and effective."