OpenAP announced a new strategic partnership with Snowflake to develop OpenAP Data Hub, a new cross-platform and cross-publisher clean room solution for the television industry built on Snowflake's Media Data Cloud. OpenAP Data Hub will give publishers and advertisers access to rich, cross-platform data in privacy-compliant environments to power more effective audiences for targeting and measurement. OpenAP will release the first of several planned capabilities for production use at the start of Broadcast Year 2023.

The OpenAP Data Hub will be the central destination for cross-publisher and cross-platform campaign data and analysis. The solution will enable access to the OpenID spine and TV data appended to the spine, including OpenAP demographic audiences, custom audiences and OpenID exposure data. OpenAP Data Hub will adopt a develop-and-release cadence to build out the clean room solution and capabilities needed by core constituents, including TV publishers, cross-platform measurement providers, agencies, brands, and audience and attribution data providers, who are looking to run targeted advertising campaigns that preserve a high standard of consumer data privacy and governance.

The phase one release scheduled for October of 2022 will enable the seamless sharing of proprietary digital exposure data resolved to OpenIDs with authorized advertisers and advertiser systems, with NBCUniversal, Paramount, Fox and Warner Brothers Discovery the first to participate. The new clean room solution for the television industry will be built on Snowflake and will include bespoke environments for publishers, data and measurement companies as well as marketers. Pre-built native Snowflake functions will make it easier and faster to upload and distribute data, facilitating more effective cross-publisher and cross-platform planning, targeting and measurement in privacy-safe environments.