Hasta La Creative!

The biggest barrier to audience targeting on TV has been marketers’ inability to buy specific audience segments across rival networks — rendering their precision-advertising campaigns laborious to assemble in a big way.

Fox Networks Group, Turner and Viacom are looking to change that by teaming up on a platform that would standardize audience targeting among the three.

Dubbed OpenAP, the platform allows for consistent matching between the TV network groups’ audiences and the custom audience targets that advertisers built using their own data. That means an advertiser going after a very specific audience segment can apply that same segmentation across the three network groups, buying whatever programming will deliver those groups.

Continue reading at AdAge.com