OpenAP officially launches updated ad marketplace

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OpenAP 2.0 follows the company’s agreement this summer with Ampersand (formerly NCC Media). (Getty/FS-Stock)

OpenAP, an advanced advertising joint venture run by Fox, Viacom and NBCUniversal, today officially launched the OpenAP Market.

The market offers video advertising inventory and unified audience-based buying along with digital to expand its addressable footprint.

The opening of the market comes after OpenAP earlier this year announced version 2.0 of its advertising platform which included the addition of workflow automation for national linear and long-form digital video, which the group developed in collaboration with Accenture and FreeWheel.

OpenAP 2.0 lets ad buyers put together cross-publisher audience segments for both national linear and long-form digital video, and submit orders to activate these segments through a centralized cross-publisher marketplace. OpenAP 2.0 is accessible at and via APIs for agency planning systems and approved demand side platforms. OpenAP 2.0 also now provides cross-publisher analytics including pre-campaign performance projections and post-campaign delivery metrics like total unduplicated reach, overall tCPM and total audience impressions.

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"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,” said OpenAP CEO David Levy in a 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. The OpenAP Market helps solve a critical need for advertisers, and I'm incredibly proud that we have delivered on our promise of bringing new buying power in time for fall campaigns."

OpenAP 2.0 follows the company’s agreement this summer with Ampersand (formerly NCC Media) – a joint venture between Charter, Comcast and Cox. The deal allows national advertisers to use OpenAP’s audience segment definitions when buying across Ampersand’s linear, VOD and addressable ad inventory.