After losing one of its founding members, WarnerMedia’s Turner group, the TV network advertising consortium OpenAP said it has expanded its advanced advertising efforts,
starting a centralized premium video marketplace called OpenAP 2.0.
OpenAP started a year ago to find new audience targets that marketers could buy across all many TV networks -- all to compete with premium digital media platforms.
The group says TV buyers can now submit orders to activate these segments through a centralized cross-publisher marketplace for both national linear and long-form digital video.
OpenAP 2.0 will be accessible at OpenAP.tv and for agency planning systems and approved
digital sales platforms. The marketplace is built in collaboration with Accenture and FreeWheel, Comcast’s advertising serving/management company.
“Advertising can transact to deliver holistic advanced audience campaigns from start to finish on both linear and long-form digital platforms,” according to a joint statement from the group’s TV network executives.
Those executives include Meredith Brace, executive vice president, client solutions and portfolio marketing,
Fox; Krishan Bhatia, executive vice president, business operations and strategy of NBCUniversal; and John Halley, executive vice president-COO, ad solutions, Viacom.
Recently, Turner, a founding member of OpenAP, said it was leaving the group. AT&T has said its advertising unit Xandr will help Turner with advanced advertising sales efforts.
Univision is also a current member of OpenAP.