OpenAP backs standard TV measurement with nine major broadcasters
Nine major media companies, including Warner Bros. Discovery and NBCUniversal, have partnered through OpenAP to launch an initiative standardizing cross-TV campaign measurement. This initiative introduces a standardized Conversion API (CAPI) and new campaign workflows to link advertiser first-party data to TV exposure, aiming to improve performance measurement and increase advertiser spend confidently. Netflix also expanded its NFL deal to include four exclusive games and became the exclusive streaming home for the Westminster Kennel Club Dog Show in a "massive live-sports acquisition."
Key Takeaways
- OpenAP’s coalition includes A+E Global Media, AMC Global Media, FOX, Hallmark Media, NBCUniversal, Paramount, Scripps Networks, TelevisaUnivision, and Warner Bros. Discovery.
- The initiative introduces a standardized cross-publisher Conversion API (CAPI) for TV advertising.
- Advertisers get a single integration point to link first-party conversion and outcome data to exposure data across participating publishers.
- New campaign workflows are designed to improve performance measurement and give buyers confidence to commit incremental spend across publishers and platforms.
Why It Matters
This gives advertisers a common measurement path across nine major TV publishers, which directly addresses the stated problem of linking first-party data to actual TV exposure. For the broader streaming and TV ad stack, OpenAP is trying to make cross-platform buying easier to measure at a time when cross-platform measurement dominated Upfront conversations. The immediate test is whether advertisers adopt the CAPI as a single integration point and use the new workflows to expand spend across participating publishers. Watch for which buyers plug in first and whether the coalition adds more publishers around this framework.
Read full article at cynopsis.com
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source