The Weather Channel is the latest media outlet to join OpenAP, the consortium of media companies working to help advertisers buy TV with some of the new methodologies they say they crave. OpenAP wa…
is the latest media outlet to join OpenAP, the consortium of media companies working to help advertisers buy TV with some of the new methodologies they say they crave. OpenAP was the first of several new companies formed to spur the concept known as “audience buying,” offering technologies and measurement that let advertisers move beyond the broad age-and-gender demographics traditionally used to delineate ad deals and focus more intently on buying characteristics.
Advertisers can define specific audience types, such as first-time car buyers, expectant mothers or likely moviegoer, and then apply that category to purchases across various media companies. “It’s hard to change the way you transact, but these changing times give you an opportunity to rethink things a bit,” says
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