• by Wayne Friedman , Staff Writer, Yesterday

OpenAP, the data-driven, data-matching platform for publishers, has now expanded the number of platforms it will serve. What -- if any -- specific effect this will have on the marketplace going forward is in question.

“This addition to the landscape by Open AP will not change the way brands are allocating money or influence the broader ad revenue growth trends in the television landscape,” says Luke Stillman, managing director of Madison and Wall, a strategic advisory firm.

“Data-driven TV is primarily limited to taking share from legacy linear television rather than tapping into additional budgets.”

That said, Stillman believes it will generally help publishers move into a better position for the future.

“Adding additional inventory partners and identity solutions in the streaming TV landscape is helpful and allows brands to transition video budgets from linear age/sex demo targeting to advanced audience targeting.”

Others analysts worry that publishers aligning themselves to a standardized audience-targeting measurement can be disadvantageous in terms of how their inventory is sold -- not being able to distinguish themselves from competitors.

Earlier this week, OpenAP added linear networks, streaming platforms (including smart TV OS operations), cinema, demand-side platforms, and supply-side platforms.

This list includes Nexstar Media Group, Samsung Ads, Hallmark Media, LG Ad Solutions, Allen Media Group/Local Now, Canela Media, Vevo, Future Today’s Fawesome TV, MediaCo’s Estrella and Canela Media, Yahoo DSP, Freewheel, PubMatic, Screenvision Media, Scripps Networks, Reelz Channel, and Audyns.

From OpenAP's perspective, standardizing data across different publishers using unified, ID-based identifiers helps to stream targeting in using a common identity spine, making it easier for advertisers to buy in.

The company says the expansion will provide additional help for advertisers to connect with valuable, often unexposed audiences consistently across publishers and platforms.

OpenAP is a joint venture co-owned by Fox Corp., NBCUniversal, Paramount, and Warner Bros. Discovery.