Fox, Turner, Viacom Team Up to Push Data-Driven TV Ads

Other TV companies invited to join advanced audience platform OpenAP
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Three of the biggest TV programmers are joining forces to accelerate the shift toward data-driven ad sales.

Viacom, Time Warner's Turner and 21st Century Fox's Fox Networks Group have formed a consortium that will standardize the reporting of the size of the audience advertisers get when they buy targeted ad packages designed to reach specific consumer groups — for example, people who plan to buy an SUV in the next six months.

Viacom, Turner and Fox said they have been working on their advanced audience platform, OpenAP, for about a year. It will be up and running in time for this year's upfront market and other TV companies are invited to join.

The group on Wednesday is releasing an open letter to the industry about the initiative and will hold an event to provide additional details on April 7 in New York.

TV companies have been building up their data capabilities to compete with digital advertising, which has been grabbing ad dollars while traditional TV ratings have been declining.