"Newly added partners include Samsung, LG Ads, Hallmark Digital, Vevo, Allen Media Group's Local Now, Future Today's FawesomeTV, MediaCo's Estrella and Canela, along with Yahoo DSP; FreeWheel and PubMatic; Screenvision; and Nexstar Media Group, Scripps Networks, Reelz and Audyns."
"In today's fragmented video landscape, OpenAP is delivering on our promise of standardizing audience onboarding by giving advertisers and agencies the ability to uniformly define and efficiently distribute advanced audience segments across premium streaming and TV endpoints - all within a neutral platform,"
"OpenAP debuted in 2017 with a goal of backing a single system to facilitate a type of advertising buy that has become more common in recent years as new technology allows marketers to pick and choose the audiences they pitch with a greater deal of precision. Armed with reams of data about customer choice, viewer behavior and digital presence, Madison Avenue has grown more enchanted with "audience buying" deals based on narrower consumer segments - think first-time car buyers, expectant mothers, or orange soda drinkers - that some blue-chip advertisers find more meaningful than the traditional parameters, which largely have to do with age and gender."
OpenAP expanded its partner roster to include major streaming platforms, broadcasters, and ad-tech vendors, bringing a broader array of commercial inventory under its platform. Newly added partners include Samsung, LG Ads, Hallmark Digital, Vevo, Local Now, FawesomeTV, Estrella, Canela, Yahoo DSP, FreeWheel, PubMatic, Screenvision, Nexstar, Scripps, Reelz, and Audyns. The platform standardizes audience onboarding and enables advertisers and agencies to define and distribute advanced audience segments uniformly across premium streaming and TV endpoints within a neutral system. OpenAP launched in 2017 to back a single system for audience-based buys as marketers shift toward precision audience targeting. The move aligns with wider industry efforts to expand programmatic access to streaming inventory.
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