Brian Steinberg Senior TV EditorAd-tech firm OpenAP has for the past few years worked to define TV viewers in ways that apply no matter which media company’s programming they watch.
Now the company hopes to launch technology that will allow advertisers to measure audiences no matter the choice of consumer yardstick.OpenAP, launched by the former 21st Century Fox, Viacom and Time Warner in 2017, is launching XPm, a new framework that will let advertisers and media outlets count viewership across venues that might include linear TV, addressable TV and mobile-delivered video.
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