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ViacomCBS under pressure to sort out synergies, OpenAP is first step

ViacomCBS’s first move following the finalized re-merger has been to throw the latter half of the business into the OpenAP initiative. Not that CBS had much choice, of course, with President and Chief Domestic Advertising officer Jo Ann Ross pulling the strings. For OpenAP, pegged as the industry’s first open audience measurement platform for cross-publisher targeting, the inclusion of CBS-owned networks boosts the platform’s appeal to buyers knowing they can reach a huge slice of the US TV market in one consolidated buy. This fresh injection of content into the consortium comes as a well-needed uplift following WarnerMedia’s abrupt OpenAP exit earlier this year – which hurried the launch of OpenAP 2.0 in May. OpenAP drivers Viacom, NBCUniversal, Fox and…

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