TV’s New Performance Standard: Identity. Accuracy. Outcomes.
Join us for OpenAP’s second annual Audience Summit @ CES, where conversations will explore how AI, identity and first-party data will redefine premium video, reshape agency models, and set new standards for performance and transparency across the video ecosystem.
The program is designed to cover topics spanning AI's influence on video advertising; the growing dominance of Walled Gardens and implications for agencies and publishers; the need for data transparency and control; a call to move from probabilistic to deterministic identity with ISP and Publisher first-party data as sources; and why TV is still the best format for brand storytelling.
With identity frameworks maturing and first-party data becoming more accessible, the next evolution of premium video is clear: standardized identity that connects exposure to outcomes. This conversation examines how consistency across screens will allow TV to behave like a true performance channel, without losing what makes it premium.
The next era of advertising will be shaped by those who can securely control, collaborate on and activate data at scale. In this discussion, speakers explore how improved data governance, shared identity frameworks, and unified activation workflows can eliminate friction, accelerate performance and deliver stronger outcomes for brands and publishers alike.
