IPG Strikes First-Mover Deal With OpenAP, Integrates Persons-Level Data With Acxiom's
Dec. 13, 2023 | By Joe Mandese - MediaPost
OpenAP, the audience data and targeting platform owned by some of the TV industry’s biggest players, this morning announced a deal with IPG Mediabrands’ Magna unit that will integrate OpenAP’s proprietary TV audience identifier -- “OpenID” -- with consumer-profile data from Interpublic’s Acxiom unit.
“Identity is the common denominator powering the industry’s transition to a multi-publisher, multi-platform, multi-currency advertising model,” Magna Global President Dani Benowitz said in a statement included in a press release from OpenAP announcing the deal.