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.

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