Three major media groups have gotten together to offer advertisers a new way to buy TV.
The companies, Fox Networks, Turner Broadcasting and Viacom, are joining forces to create an independent measurement tool that presents audience groups, such as car buyers or a company’s loyalty-card holders, in a common way across the three media companies.
Media agencies typically buy audiences on the basis of selected gender and age data.
The partners are hoping to encourage other TV network partners to join.
“There’s no additional fee for being part of ‘Open A.P.’ It’s a not-for-profit,” said Sean Moran, head of sales at Viacom.
The idea could also help TV networks deliver more-relevant ads to viewers based on their interests.
NBCUniversal appears unlikely to join the effort. The firm said on March 2 that it will sell $1 billion of TV airtime using its own data and not the traditional Nielsen TV ratings.