After a Year of Talks, NBCUniversal Joins Viacom, Turner and Fox’s OpenAP Platform

The company will license its own data capabilities

It took almost a year longer than the consortium had hoped, but Viacom, Turner and Fox have finally landed another publisher—the biggest one they could have hoped for—to join OpenAP: NBCUniversal.

The company is coming on board to support OpenAP, the audience targeting platform that the ad sales chiefs at Fox (Joe Marchese), Viacom (Sean Moran) and Turner (Donna Speciale) announced last March to simplify the process for agencies and—they hope—become the industry standard.

But NBCUniversal isn’t simply signing on to the existing offering; it’s bringing its in-house Audience Studio’s data capabilities to boost the platform by integrating them into OpenAP’s standardized data sets.

“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.



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