#USA #New York #OpenAP #Open Identity #Streaming Video

OpenAP Introduces Open Identity

In an exciting development for the advertising industry, OpenAP has unveiled its latest innovation, Open Identity—a comprehensive solution designed to enhance the consistency and accuracy of audience identity across various streaming video platforms. This cutting-edge product aims to break down traditional silos often associated with audience identity, paving the way for greater interoperability among data providers, publishers, and advertisers.

Scheduled to roll out in May 2025, Open Identity is poised to redefine how digital advertising operates within the premium video ecosystem. By facilitating seamless connections between identity solutions, including both publisher and buyside data sets, it addresses the growing demand for a more unified and efficient approach to audience targeting and measurement.

Transforming Audience Engagement

Open Identity takes the concept of identity management to the next level by evolving the previous standard, OpenID, and enabling direct matching of identity data across various platforms without needing a central identity backbone. This transition modernizes the advertising landscape by ensuring that advertisers can adjust their strategies based on consistent data, thus optimizing reach and performance in streaming campaigns.

The primary objective of Open Identity is to empower advertisers to navigate the complexities of audience targeting with precision. According to OpenAP CEO David Levy, this initiative marks a significant shift in how advertisers can leverage big data to engage effectively with advanced audience segments. He stated, "The advertising industry is on the precipice of a renaissance... Open Identity's vision is to unlock this future potential."

Key Features and Benefits

Open Identity introduces several distinct features aimed at enhancing campaign efficiency:

• - Minimization of Waste: By leveraging multiple identity data providers, advertisers can enhance audience sizes and improve match rates, ensuring that their campaigns are reaching the right individuals.
• - Modernized ID Matching: Real-time clean room ID translations will mitigate existing issues with match rates, creating a smoother pathway for cross-platform advertising.
• - Transparent and Consistent Householding: Advertisers will gain the ability to precisely define how identity data from various sources is utilized during both audience creation and performance measurement, ensuring a streamlined process across campaigns.

These features are designed to significantly benefit various stakeholders in the advertising ecosystem, including publishers, measurement firms, and data providers. They offer a means to enhance the effectiveness of streaming and cross-platform campaigns while maintaining a focus on privacy and data protection.

Collaborative Framework

Partnership is at the core of the Open Identity initiative. The technology has been built collaboratively within OpenAP's framework, drawing on contributions from industry leaders like Acxiom, DeepSync, Experian, LiveRamp, and TransUnion. These collaborations are pivotal for ensuring that advertisers gain access to standardized identities that facilitate improved targeting and performance metrics.

With these industry partners, Open Identity aims to provide seamless audience onboarding experiences and richer data sets tailored for advertisers looking to make informed decisions in the ever-evolving landscape of video advertising.

Looking Ahead

As OpenAP prepares for the live launch of Open Identity, stakeholders within the industry are optimistic about the potential impact of this innovative solution. Executives from major advertising firms, including Fox and NBCUniversal, have expressed their excitement, emphasizing the need for interoperable and effective data solutions to support robust advertising strategies across various platforms.

In his remarks, Stephano Kim of Fox Advertising highlighted the necessity for improved measurement and targeting capabilities, stating, "Getting the pipes in place will ensure consistency and transparency in audiences... leading to more innovation and effective measurement."

The anticipated arrival of Open Identity not only represents a pivotal step forward in the realm of advertising but also signifies a commitment to creating more engaging and efficient interactions between brands and their audiences. This innovation is set to redefine data-driven television advertising by simplifying complex processes and enhancing campaign performance, ultimately driving better results for advertisers.

In conclusion, OpenAP's Open Identity stands as a testament to the future of identity management within the audio-visual marketing sphere, promising a harmonious blend of technology, transparency, and targeted engagement. As the advertising landscape continues to advance, innovations like Open Identity will play a crucial role in shaping how brands connect with their audiences across the streaming spectrum.