Fox, Turner, Viacom Introduce OpenAP TV Ad Buying Platform

Fox Networks Group, Turner and Viacom announced the launch of OpenAP, a new Web-based platform designed to help advertisers target ads across television networks. According to The Wall Street Journal, the platform allows advertisers to “mix and match data sets to create ad targeting criteria that can be used for multiple TV buys. The move comes as the TV industry is looking to adopt some of the precision ad targeting and automation that has become standard for digital advertising.” The offering intends to resolve challenges involving transparency, consistency and standardization by serving as a centralized digital user interface that cross references data with third party sources. More details will be revealed at a New York event on April 7. Continue reading Fox, Turner, Viacom Introduce OpenAP TV Ad Buying Platform

Maker Select Enables the Purchasing of Ad Space on YouTube

During its NewFront presentation in New York this week, Disney-owned Maker Studios announced Maker Select, which will allow advertisers to buy ad space on Maker’s 55,000 YouTube channels in addition to all other YouTube channels. Maker Select will incorporate Maker’s audience data with data from YouTube, Nielsen, social networks and additional sources. Advertisers can target ads based on content type, brand compatibility and audience makeup. The new offering comes from a partnership with Web video analytics firm OpenSlate. Continue reading Maker Select Enables the Purchasing of Ad Space on YouTube

Google Tool Measures How Consumers Interact with Video Ads

Google has developed a new measurement tool to determine the number of people who are watching, ignoring or skipping video advertisements. Revenue from digital video ads, although expected to grow in the coming year, still trails far behind the money generated by TV ads. Google aims to use the measurement tool as an effective way to draw marketers to the idea of digital video ads. Neal Mohan, Google’s vice president of display and video advertising spoke about the new tool at CES. Continue reading Google Tool Measures How Consumers Interact with Video Ads

Facebook Takes Aim at Google with New Advertising Platform

Facebook reportedly plans to unveil a new advertising platform next week that is designed to improve how marketers target and measure their online ads. Atlas, a re-tooled version of the Atlas Advertiser Suite that the social network purchased from Microsoft last year, intends to challenge Google’s dominance in the online ad space. The new platform is expected to help marketers understand the engagement that results from ads on Facebook’s services and third-party websites and apps. Continue reading Facebook Takes Aim at Google with New Advertising Platform