NBCUniversal to License Key Audience Studio Capabilities
To Provide Advertisers More Advanced Advertising Opportunities
NEW YORK, April 19, 2018 – Underscoring the continued need to give advertisers a more scalable solution for marrying the reach and scale of premium video with advanced advertising capabilities, NBCUniversal, Fox, Turner and Viacom today announced a multi-year, co-development partnership focused on new platforms for automated buying, advanced formats and cross-platform measurement and currency.
This combination will join NBCUniversal’s industry-leading, unique Audience Studio data capabilities with OpenAP’s standardized data sets to accelerate innovation in the video marketplace for advertisers.
In making the announcement, Krishan Bhatia, Executive Vice President, Business Operations and Strategy, NBCUniversal, said, “We have spent the last four years developing the industry’s best tools to empower advertisers to better target their marketing campaigns to desired audiences. We’re excited to unleash the capabilities of our Audience Studio for the rest of the industry and share our underlying technology to propel the entire business forward.”
In a joint statement, Fox’s President of Ad Revenue Joe Marchese, Turner’s President of Ad Sales Donna Speciale, and Viacom’s Head of Marketing & Partner Solutions Sean Moran said: “OpenAP was formed with a clear mission: to bring the industry together in order to advance the experience, efficiency and effectiveness of advertising. With NBCUniversal aligning with the consortium, we are all accelerating the industry’s efforts in providing more premium scale to drive greater adoption of advanced audience targeting, while laying the groundwork for future innovation.”
Specifically, NBCUniversal will license to OpenAP its Audience Graph, a proprietary enterprise data asset that provides a single centralized store of audience attributes to create and evaluate audience targets for use in media plan optimization, as well as its Data Sync, a scalable, cloud-based data infrastructure that supports secure, efficient and high fidelity client and agency data matching against audience segments. Further, advertisers and agencies using OpenAP will now benefit from the Freewheel Shared Insights Platform, one informed by non-personally identifiable TV viewing data from Comcast for specific advertising campaign planning purposes. This builds on the data sets currently available to users within the OpenAP platform.
These new capabilities will allow marketers to create audience segments and buy national television campaigns across each company’s portfolio which, combined, comprise 50% of total TV inventory across national broadcast and cable entertainment.
Beyond linear optimization, the companies will accelerate their joint development of API-based self-service tools, standardized measurement and attribution capabilities, addressable offerings and cross-platform advertising technology.
NBCUniversal offers leading marketplace expertise in addressable advertising, automated self-service models and household level viewership. The company actively supports multiple industry efforts that help clients and agency partners transact easier and smarter including its participation in Concert and TrustX as well as its partnership with Apple News.
OpenAP launched in 2016 by Fox, Viacom and Turner as a consortium of television publishers and is operated by a leading, neutral third-party auditor. It offers cross-publisher targeting and independent posting for advanced audiences.
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more visit: www.nbcuniversal.com.
ABOUT FOX NETWORKS GROUP
Fox Networks Group (FNG) is a primary operating unit of 21st Century Fox (NASDAQ:FOXA). FNG consists of Fox Television Group, which includes Fox Broadcasting Company and 20th Century Fox Television; Fox Sports Media Group; Fox Cable Networks, which includes FX Networks and National Geographic Partners; and Fox Networks Group Europe and Latin America. Together these units create, program and distribute some of the world’s most popular entertainment, sports and nonfiction programming.
Turner, a Time Warner company, is a global entertainment, sports and news company that creates premium content and delivers exceptional experiences to fans whenever and wherever they consume content. These efforts are fueled by data-informed insights and industry-leading technology. Turner owns and operates some of the most valuable brands in the world, including Adult Swim, Bleacher Report, Boomerang, Cartoon Network, CNN, ELEAGUE, FilmStruck, Great Big Story, HLN, iStreamPlanet, Super Deluxe, TBS, Turner Classic Movies (TCM), TNT, truTV and Turner Sports. For more information, please visit: www.turner.com.
Viacom is home to premier global media brands that create compelling entertainment content - including television programs, motion pictures, short-form content, games, consumer products, podcasts, live events and social media experiences - for audiences in 183 countries. Viacom's media networks, including Nickelodeon, Nick Jr., MTV, BET, Comedy Central, Paramount Network, VH1, TV Land, CMT, Logo, Channel 5 (UK), Telefe (Argentina), Colors (India) and Paramount Channel, reach approximately 4.3 billion cumulative television subscribers worldwide. Paramount Pictures is a major global producer and distributor of filmed entertainment. Paramount Television develops, finances and produces original programming for television and digital platforms.
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