"Nine national TV publishers, including Paramount, NBCUniversal and Warner Bros. Discovery, have teamed with advertising company OpenAP to introduce a standardized way to connect first-party data outcomes to campaign exposure data, per a press release."
"The industry initiative will start with a pilot phase in partnership with select advertisers, agencies and attribution providers that will focus on demonstrating the need for a unified approach to outcomes, with results to be shared over the next year."
"OpenAP will also introduce two capabilities under the effort, including a unified conversion API and new campaign workflows meant to improve performance. Future phases of the initiative will introduce support for agentic workflow interaction."
"By simplifying how outcomes are measured and activated across publishers, we can help advertisers see performance more easily, enable agencies to scale their audience strategies, and give publishers a stronger framework to grow investment without adding operational friction."
Nine national TV publishers including Paramount, NBCUniversal, and Warner Bros. Discovery are partnering with OpenAP to create a standardized way to connect first-party data outcomes to campaign exposure data. The effort begins with a pilot phase with selected advertisers, agencies, and attribution providers to demonstrate the need for a unified outcomes approach, with results shared over the next year. OpenAP will introduce a unified conversion API and new campaign workflows designed to improve performance and simplify planning, activation, and measurement across linear and streaming TV. Future phases will add support for agentic workflow interaction. The initiative targets fragmentation that makes cross-publisher outcome analysis difficult and aims to reduce operational friction while helping advertisers, agencies, and publishers scale investment.
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