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OpenAP is open for business

The Drum 09 Oct 2019 04:03
OpenAP officially introduces its buy-side marketplace

Advanced TV consortium OpenAP, made up of Viacom, NBC Universal, Fox and Univision, has officially launched its audience-based buying tool, called the OpenAP Market.

The buy-side marketplace, which launched on 1 October following a one-month closed beta period, lets advertisers plan and buy campaigns across each publisher's owned-and-operated TV footprint, whether that’s traditional linear, connected TV (CTV), set-top box on demand, mobile or desktop.

This means advertisers can trade on guarantees based on first-party data or defined audience segments, such as high-income households, instead of traditional metrics from the likes of Nielsen and Comscore. An advertiser can go to each publisher directly or go through the OpenAP market to buy ad space on any or all of the networks.

In July, OpenAP chief executive officer David Levy told The Drum that infusing audience data into cross-platform TV buys will provide the ad industry with “a much more full picture of who the viewers are than we ever had before.”

“Two years ago, OpenAP was founded on the thesis that the only way for advanced advertising to truly scale was for TV networks to come together and collaborate to create new standards that would push our industry forward,” Levy said in a company statement. “Because of the partnership and investment made by Fox, NBCUniversal and Viacom, this launch marks a significant milestone that we believe will fundamentally change the way TV advertising is bought and sold.

Agencies have said they’d like a seat at the table within TV consortiums, such as OpenAP and Project OAR, to make sure their problems are addressed.

However, eMarketer found that ad buyers are struggling to buy CTV inventory given the lack of standardization and fragmentation among media owners.

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