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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.
The advanced TV advertising platform OpenAP, which works with most of the major TV networks to streamline TV buying and reporting across companies, is today rolling out a new framework aimed at dulling that pain point and making cross-platform targeting and measurement more transparent and more able to identify duplicate audiences.