FOX, NBCUniversal, Viacom debut OpenAP 2.0
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Rebecca Hawkes
| 26 April 2019

Aiming to expanding their audience platforms into a centralised, premium video marketplace with workflow automation for national linear and long-form digital video, leading US broadcasters and content firms have unveiled OpenAP 2.0.

Developed by FOX and NBCUniversal and Viacom in collaboration with Accenture and FreeWheel, OpenAP 2.0 is designed to allow buyers to build consistent, cross-publisher audience segments for both national linear and long-form digital video, and submit orders to activate these segments through a centralised cross-publisher marketplace.

In addition, OpenAP 2.0 will provide cross-publisher analytics for a unified view of advanced audience campaigns, with comprehensive pre-campaign performance projections and post-campaign delivery metrics, including total unduplicated reach, overall tCPM and total audience impressions.

"We're thrilled to bring to market our latest iteration of OpenAP, which fundamentally transforms the way that advertisers can transact to deliver holistic advanced audience campaigns from start to finish on both linear and long-form digital platforms, in collaboration with Accenture and FreeWheel,” the companies said in a joint statement.

“OpenAP was the TV industry’s first open platform for cross-publisher audience targeting and independent third-party posting, and this is a major step in furthering our mission to bring the industry together to make audience buying more transparent, consistent and effective."

“Advanced targeting, transparency and simplicity are critical to our clients,” said Marianne Gambelli, president, Advertising Sales, FOX. “OpenAP enables advertisers’ access to advanced audiences at scale with the highest quality TV content available across screens. FOX and the other members of OpenAP are committed to driving open standards that are essential to the success of our brand and agency partners.”

The marketplace will go live in time for fall 2019 TV ad campaigns. It will be accessible at OpenAP.tv and via APIs for agency planning systems and approved demand-side platforms (DSPs).