A new ad-buying platform from the big TV companies might help them compete better against Google and Facebook for advertiser dollars.
The coming together of the networks may be a way of making TV more competitive against digital as digital ad spending in the U.S. istraditional ad spending this year, according to eMarketer. The platform will let advertisers buy inventory from Fox, NBCUniversal, Viacom and Univision using automation, which "really hasn't been something that has been the case" in the past, OpenAP CEO David Levy said.
This move should make it easier to target a big group of consumers across publishers in one fell swoop. The members together hold more than 20 cable networks and three broadcast networks. The digital video included in the inventory for now is on 30-minute or longer shows, Levy said.
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