OpenAP Names Accenture as Third-Party Administrator

comScore, Nielsen data will be part of audience-targeting platform

OpenAP, the advanced advertising audience-targeting consortium started by Viacom, Turner and Fox, announced that its platform will be built and administered by Accenture.

At a meeting in Manhattan Friday morning to familiarize media buying agencies with its plans, OpenAP also said that data from both Nielsen and comScore will be incorporated into the platform.

At a time when traditional ratings are falling, Viacom, Turner and Fox are among the TV companies looking to use data to make advertising more efficient and effective.

The consortium was formed to create an industry-wide way of standardizing the creation of audience targets and measuring the delivery of the targeted audience.

Related: Analysts Like OpenAP But Debate Timing, Impact

"You have been the catalyst for OpenAP," Turner ad sales president Donna Speciale told the meeting. "You've been asking us to come together to unify, to simplify audience targeting on TV and make it more scalable. We listened."