Viacom stated in its fiscal 2Q17 earnings call that advertisers had shown a particular interest in the platform of advertising upfronts, even if the platform is likely to be available only at the beginning of the broadcast season this year.
According to Viacom, OpenAP would address the need felt by advertisers to have a common platform and a common audience measurement, as well as processes that would enable advertisers to buy audience-based targeted advertising packages.
Time Warner’s focus on targeted advertising
Time Warner (TWX) has also received a good response from advertisers toward its proposed OpenAP platform. With OpenAP, Time Warner wants to increase transparency in the field of targeted advertising. The company aims to generate ~50% of its advertising revenues from targeted advertising by 2020.
Time Warner also believes that AT&T’s (T) proposed acquisition could enable it to use AT&T’s viewership data from its pay-TV and over-the-top business to provide better-targeted advertising products to advertisers.
Targeted advertising continues to be the next big thing in advertising, according to an eMarketer report. The programmatic ad market is expected to be worth $27 billion in 2017.