"The advanced advertising company, which was created by the former 21st Century Fox, Viacom and WarnerMedia, said it tapped a large group of new partners that will put a broader array of commercial inventory under its umbrella. 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," said Ashley Luongo, chief revenue officer at OpenAP, in a statement. 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 add a broader array of commercial inventory across streaming and TV. 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, Yahoo DSP, FreeWheel, PubMatic, Screenvision, Nexstar Media Group, Scripps Networks, Reelz and Audyns. The company standardizes audience onboarding so advertisers and agencies can uniformly define and distribute advanced audience segments across premium endpoints within a neutral platform. OpenAP debuted in 2017 to back a single system for audience-based buys and now also helps advertisers execute purchases as programmatic inventory access expands.
Read at Variety
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