New technology moves the industry beyond siloed identity to unlock interoperability at scale across publisher and buyside identity solutions, internet service providers (ISP) and third-party data sets

Creates consistency and accuracy of audiences in streaming and cross-platform campaigns to make data-driven TV advertising more performant with ease of execution across premium video

Acxiom, Deep Sync, Experian, LiveRamp and TransUnion among the first to work together to standardize identity data for targeting and measurement by making data available in Open Identity

NEW YORK, April 15, 2025 – OpenAP, the advanced advertising company bringing simplicity and scale to data driven video, today announced the launch of Open Identity, a federated identity data infrastructure that enables interoperability across all identity solutions and consistency in how data is resolved to power more transparent and accurate targeting and measurement of audiences in streaming and cross-platform campaigns. The launch signifies OpenAP’s commitment to delivering on its mission of making it easier for advertisers to harness the power of big data in reaching advanced audiences across the entire premium video ecosystem.

“The advertising industry is on the precipice of a renaissance where more scalable access to big data is driving increased ROI for advertisers across premium video. But this renaissance is dependent on privacy safe ways to both standardize identity and provide access to rich campaign data for planning and measurement. The workflow of the future for streaming video must be interoperable and data must connect seamlessly across all data providers, publishers, platforms and currencies. Open Identity’s vision is to unlock this future potential,” said OpenAP CEO David Levy.

Transforming Identity for Convergent TV

Open Identity is an evolution of OpenID, the common identifier for TV, and seamlessly enables direct matching of identity data across publishers, advertisers and data providers without requiring a central identity spine. Open Identity aims to increase on-target reach of streaming and cross-platform campaigns by standardizing workflow so that identity is resolved consistently as it traverses across identity spaces, as well as give advertisers and publishers the ability to define and control how identity data is used from audience creation through to measurement.

The product was purpose-built within OpenAP’s platform to accelerate the use of rich data while solving for privacy considerations in a multi-screen, multi-data party environment. Open Identity will power OpenAP’s audience onboarding, distribution and reporting products to maintain consistency of audiences and will offer significant benefits to advertisers, data providers, publishers and measurement companies, including the ability to:

Minimize Waste & Improve Campaign Efficiency: Leverage multiple identity data providers for ID translation to minimize waste and increase audience sizes and match rates.

Modernize ID Matching: Use real-time clean room ID translations to eliminate the inherent match rate issues when using identity intermediaries facilitating crosswalks.

Transparent & Consistent Householding: Consistently define and control the use of identity data from multiple providers when creating audiences and measuring audience performance.

“We consistently hear from advertisers that they need better targeting and measurement in streaming and that it needs to be easy to see holistic campaign performance, regardless of buy type or screen. By working together to build Open Identity through the OpenAP infrastructure, identity data can be interoperable across the entire premium video ecosystem, while creating the ability for publishers and advertisers to have control of how data is used for streaming and cross-platform campaigns. Getting the pipes in place will ensure consistency and transparency in audiences, and paves way for more innovation and effective measurement to continue to demonstrate that investment in premium video drives business outcomes,” said Stephano Kim, Chief Strategy & Operations Officer at Fox Advertising; Ryan McConville, EVP & Chief Product Officer, Advertising Platforms & Operations at NBCUniversal; Travis Scoles, EVP of Advanced Advertising at Paramount Global; and David Porter, Head of Ad Sales Research, Data, and Insights at Warner Bros Discovery in a joint statement.

Modernizing Workflow to Remove Siloes in a Converged Ecosystem

Publishers and Data Providers connect their data sets to Open Identity via the OpenAP Data Hub, OpenAP’s federated data clean room solution, allowing advertisers to easily compose audiences with identity data from across the most trusted datasets in the industry without any additional crosswalks. Advertisers and Publishers will then use Open Identity to define the identity data providers that will be used on a campaign, as well control as the business logic that governs how households are associated with targeting and measurement signals in a transparent and consistent way.

Identity data from Deep Sync, Experian and TransUnion is available within Open Identity for use in both creating audience segments for targeting and measuring campaign exposures at launch, with Acxiom and LiveRamp audience data integrations underway to enable a seamless audience onboarding experience for buyers using those identity solutions. The Open Identity technology will be live beginning May 2025, with partners to be integrated on a rolling basis and will be available for use across OpenAP’s existing audience, campaign and reporting products for onboarding and distribution of audiences and to analyze campaign performance in digital, linear and cross-platform campaigns.

“Partnering with OpenAP in the Open Identity initiative empowers advertisers to identify and reach the right audiences with measurable precision and efficiency,” said Martin Wexler, executive vice president of partnerships at Acxiom. “By leveraging Acxiom’s robust data, advertisers can minimize waste, enhance campaign performance, and achieve consistent, transparent results across streaming and cross-platform campaigns. This collaboration ensures advertisers can confidently navigate the complexities of data-driven TV advertising, unlocking new levels of engagement and ROI.”

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This press release was originally published by OpenAP: “OpenAP unveils Open Identity, a Converged ID Solution that Enables Consistency of Audience Identity in Streaming Video“