Brian Steinberg Senior TV Editor Interpublic Group, the ad-holding company that has made a concerted bid to enlist new kinds of audience data into planning how and where commercials run, hopes to turbocharge its efforts in a new partnership with OpenAP, a consortium of the big U.S media companies that helps identify similar consumer audiences across different companies’ platforms.
Under terms of the new pact, Interpublic Group’s Magna media-investment arm will be able to identify discrete group of consumer audiences and distribute commercials to reach them via OpenAP.
Magna will tap data from Axciom, a unit that specializes in housing and managing scads of customer data that Interpublic purchased for $2.3 billion in 2018. “We have a lot of audiences we have built within Axicom that we want to be able to distribute via all our video endpoints — across linear, CTV, OTT,'” says Larene Mantel, vice president of strategic investment for Magna Global, during an interview.
She says using OpenAP will enable Magna not only to plan better ways to reach specific audiences, but to analyze performance of ads in spurring recall, action and other outcomes.
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