Fox, Viacom, Turner Partner on Audience Measurement Platform

With marketers increasingly fed up with different audience measurement standards used by different platforms, TV programmers Fox Networks Group, Turner and Viacom are looking to fill that gap and get ahead of the issue with the announced launch Wednesday of their OpenAp consortium, Syracuse University advertising associate professor Beth Egan said. Better audience targeting "doesn't need to be that complicated," Fox and others said, saying adoption of better audience targeting has been stymied by the lack of transparency and consistency in audience buying. They said the OpenAP standard audience targeting platform will open the door to more transparency in audience buying by being a standard for cross-publisher audience targeting and independent measurement. The OpenAP announcement didn't include some details, including who the independent auditor will be. Nielsen in a statement said it backs OpenAP efforts "to create a clearinghouse to audit the audience-based advertising delivery of its members" and to give audited and verified data on ad delivery. "This is an important part of what is needed to create openness and transparency in ad buying and selling," it said, saying its own ratings data will underpin the consortium data. OpenAP should make buying across different media owners easier, removing some friction, Pivotal Research Group analyst Brian Wieser said. He said it's significant that NBCUniversal isn't part of the consortium since it, along with Viacom and Turner, are among the major suppliers in the alternative ad data market. Procter & Gamble Chief Brand Officer Marc Pritchard in an address earlier this year at the Internet Advertising Bureau was critical of digital companies like Facebook and said more third-party auditing of and transparency around its ad data is needed, Egan noted. That may have influenced the timing of the OpenAP announcement, Egan said. In their announcement, Fox and the other programmers said OpenAP will bring "consistently designed audience targets [that] can be activated across any OpenAP member publisher" as well as independent measurement and an open platform backing industry-standard data and measurements.