After making a successful bid to grow its heft in the media business with the looming acquisition of WarnerMedia, Discovery wants to extend its influence in the world of audience measurement and da…
and help advertisers buy commercial inventory in new ways that are more precise than methods utilized in the era when watching TV wasn’t rooted in digital technology. Discovery, which is expected to take over management of WarnerMedia from AT&T in months to come, joins Fox Corp., ViacomCBS and NBCUniversal as owners in the joint venture.
“We’ve been working with OpenAP for a number of years and as we double down on our advanced advertising capabilities, we feel that now is the perfect time to increase our commitment to the work that they are doing,” says Jim Keller, executive vice president of digital ad sales and advanced advertising at Discovery. “OpenAP is driving the advanced advertising market further and faster towards cross-platform targeting, measurement and audience reach.
used to define billions of dollars in advertising deals they make each year. For decades, the companies have relied on an outside arbiter, Nielsen, to count overall viewership of TV programming, and break it down along lines of age and gender. With more consumers utilizing a digital interface to watch their favorite series and live events, however, Madison Avenue is making wide use of new data about geographic location, product preferences, and, sometimes, even the likelihood of a purchase.
Discovery CEO David Zaslav has not been shy about looking to the future when it comes to the data he thinks advertisers ought to use. “You’re dealing with a very antiquated delivery system. We’ve all learned how to get along with it,” he told investors and analyst during an earnings call in August, adding: “I don’t have a lot of hope for Nielsen. Somehow, as an industry, we’re just going to have to work our way out of it, from a technology perspective, and leave them in the dust.
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