OpenAP Expands Beyond TV, Adding Inventory From Streamers, Cinema and Demand Side

OpenAP is expanding its offerings.

The advanced advertising firm, born from the legacy of 21st Century Fox, Viacom, and WarnerMedia, has announced a significant expansion of its commercial inventory by partnering with a diverse range of new collaborators.

The latest partners include major players such as Samsung, LG Ads, Hallmark Digital, Vevo, the Local Now service from Allen Media Group, FawesomeTV from Future Today, MediaCo’s Estrella and Canela, and prominent platforms like Yahoo DSP, FreeWheel, PubMatic, Screenvision, Nexstar Media Group, Scripps Networks, Reelz, and Audyns.

“In the current fragmented video ecosystem, OpenAP fulfills its commitment to standardizing audience onboarding. Our platform enables advertisers and agencies to consistently define and distribute advanced audience segments efficiently across premium streaming and TV environments—all within a neutral platform,” stated Ashley Luongo, Chief Revenue Officer at OpenAP.

OpenAP launched in 2017 with the vision of creating a unified system to facilitate a new model of advertising buy. This model has gained traction in recent years, as innovative technologies empower marketers to meticulously select their target audiences. Equipped with extensive data on consumer preferences, viewing behaviors, and digital footprints, advertisers in New York City have become increasingly enamored with “audience buying”—deals focused on specific consumer segments like first-time car buyers, expectant mothers, or fans of specific beverages, often gaining more relevance over traditional demographic filters based on age and gender.

Recently, OpenAP has shifted its focus to also assist advertisers in making strategic purchases, adapting to the evolving landscape of advertising.

The addition of new inventory partners is part of a growing trend. For instance, Amazon has entered into partnerships with major platforms like Netflix, SiriusXM, and Disney to broaden the choices available to advertisers who are increasingly utilizing programmatic technology. The goal is to provide marketers with opportunities to purchase a wider range of programmatic inventory from a single point, potentially lowering the number of repetitions of ads shown to the same viewer and enhancing ad effectiveness through more targeted distribution.

“As audience viewership diversifies, advertisers are eager to enhance their reach beyond traditional linear options without compromising on audience quality or consistency,” remarked Eldad Persky, Senior Vice President of Global Product, Engineering, and Business Development at Samsung Electronics.