ComScore Calls OpenAP Audience Measurement 'Very Positive' for Industry

That TV programmers are starting an advanced audience measurement platform "is a very positive development for the industry" and for comScore, wrote that company's Chief Financial Officer David Chemerow. The “OpenAP” open audience platform unveiled last week by Fox Networks Group, Time Warner's Turner and Viacom (see 1703150057) shows "the industry will move swiftly in the direction of advanced currencies," Chemerow wrote Wednesday. "This announcement also provides validation that the industry is increasingly accepting of the notion of multiple currencies for transacting on TV/video inventory." Representatives for the programmers didn't comment further Wednesday.