Leverage MRI-Simmons Segments to Build OpenID Audiences for Cross-Screen Campaigns

An integral part of the media planning and buying ecosystem for decades, MRI-Simmons has become a common facet for moving beyond basic demo-based buys in data-driven linear TV. However, as the media landscape continues to fragment we have expanded our capabilities to layer our targeting data across all media, allowing clients to consistently target an audience across a convergent media campaign.

By partnering with OpenAP, advertisers can leverage MRI-Simmons’ trusted and nationally representative audience segments to create OpenID audiences and then activate those audiences consistently across the data-driven video landscape – including linear, digital, CTV, and OTT.

Advertisers and their agencies can not only scale OpenID audiences built with MRI-Simmons audience segments across publishers but also across platforms, unlocking valuable insights throughout all stages of the campaign lifecycle.

Want to learn more about MRI-Simmons and our digital activation capabilities? You can download more information here or contact us today!

"As one of the most representative, single-source datasets on consumer behavior, MRI-Simmons has been a trusted resource for media planning and advertising sales for decades and was quickly adopted for TV in the early days of data-driven linear. Through our partnership with OpenAP, that same trusted data is available for use in holistic cross-screen advertising, from targeting all the way through measurement. Integrating these targets with OpenAP’s OpenID identity framework enables clients to use a consistent audience target and unlocks valuable insights to understand a campaign’s unique reach and frequency across screens."

Josh Pisano, SVP of Business Development and Product Strategy

Jennifer Olson
Jennifer Olson
Jennifer Olson is the Senior Marketing Manager at MRI-Simmons. She has worked in the world of marketing and media research for over 25 years on both the supplier and vendor sides. Finding insights in data makes her happy, and she's perpetually searching for new data visualization ideas.