ROI Solutions and CDP are excited to announce the launch of the Audience Activation Platform (AAP), a jointly developed offering built on ROI Solutions’ Unite constituent data platform, designed specifically to help public media organizations more effectively convert audience engagement into sustained, mission-aligned support.
Four organizations: Rocky Mountain PBS, NinePBS, WQED, and GBH came together to collaborate and unlock value quickly. Through a cohort-based model and a steering committee structure, these organizations helped define priorities, surface real-world workflows, and guide decisions about roadmap direction, data sources, and core use cases.
The AAP is a co-development effort shaped by public media organizations working alongside both ROI Solutions and CDP as active partners. The result is a platform grounded in the day-to-day realities of fundraising, marketing, membership, content, and engagement teams, and built to support how public media really works. We’re also introducing the first Public Media Common Data Model.
The AAP brings together data that has traditionally been in silos such as CRM activity, fundraising history, email and SMS engagement, ticketing and events, digital analytics, content interaction and select third party sources. Through data normalization and identity resolution, AAP creates a unified actional view of audience and donor behavior. Organizations can see how content consumption connects to giving, how engagement evolves over time, and where opportunities for conversion and retention exist. This is not simple aggregation. It is structured and purpose-built designed specifically for how public media operates.
AAP connects insight directly to execution. With business intelligence dashboards, system-wide benchmarking, predictive modeling, and marketing activation capabilities, teams can move beyond static reports to targeted outreach, smarter segmentation, and measurable testing. Whether identifying high-potential converters, strengthening retention strategies, or personalizing engagement across channels, AAP serves as an activation layer.
Local public media exists to serve all our communities. That means understanding who people are, what they care about, how they engage, and how those relationships evolve over time. It also means recognizing who we aren’t reaching yet and having the tools to do something about it. By combining audience data, donor data, content engagement, digital behavior, and third-party insights together in a single, shared ecosystem—one designed specifically for public media – the AAP can turn insight into action.
Are you interested in learning more? Let’s Talk!
You can read more about Audience Activation Platform on CDP’s blog.
