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.
"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."