MAGNA Partners with OpenAP

15 Dec 2023

OpenAP, the advanced advertising company bringing simplicity and scale to audience-based campaigns across TV, has announced a partnership with the investment and intelligence arm of IPG Mediabrands, MAGNA. The deal will integrate OpenAP’s proprietary TV audience identifier, OpenID, with consumer profile data from Acxiom.

MAGNA, which powers planning and investment across the IPG Mediabrands network, will now be able to target and distribute custom audiences using Acxiom data centrally through OpenAP across linear, digital, streaming and programmatic channels, then measure cross-publisher and cross-platform reach and frequency at the end of a campaign.

The partnership underscores MAGNA’s commitment to an audience-first future for video advertising. By activating audiences with Acxiom data on OpenID, MAGNA will receive actionable viewership data and key planning metrics throughout the campaign lifecycle, providing IPG Mediabrands clients with a deeper understanding of viewership and eliminating waste and overlap in cross-platform campaigns across multiple currency workflows.

“Identity is the common denominator powering the industry’s transition to a multi-publisher, multi-platform, multi-currency advertising model. This partnership with OpenAP simplifies a complex process and gives the actionable data our team’s need in the planning stage to maximize our clients’ investments,” MAGNA’s Global President Dani Benowitz commented.

Read more in MediaPost…