OpenAP Unveils Cross-Platform Measurement Framework for 2022 Broadcast Season

XPm serves as 'the pipes' from TV networks to multiple measurement companies, says CEO David Levy

As streaming and on-demand viewing has grown in popularity, viewers are increasingly choosing to watch shows and view ads on cellphones instead of—or in addition to—their TV screens. Eluding marketers for years, though, have been the tools necessary to understand how viewers on linear TV, addressable TV and digital streaming platforms relate to one another, and who may have seen an ad campaign multiple times.