OpenAP Expands Video Scale, Driving Audience Standardization

New partnerships extend OpenAP’s streaming reach with Samsung, LG Ads, Hallmark Digital, Vevo, Allen Media Group’s Local Now, Future Today’s FawesomeTV, MediaCo’s Estrella and Canela

OpenAP, the advanced advertising company bringing simplicity and scale to audience-based advertising, announced an expansion of its video footprint with new streaming endpoints and additional reach opportunities across demand-side platforms, supply-side partners, data-driven linear and cinema advertising. The expansion reinforces OpenAP’s commitment to helping advertisers seamlessly engage highly valuable, often unexposed audiences consistently across publishers and platforms.

Building on OpenAP’s comprehensive roster of more than 45 endpoints across its total video footprint, the newly added partners provide digital native and high value audiences, spanning:

• Streaming Platforms: Samsung , LG Ad Solutions,Hallmark Digital, Vevo,Allen Media Group’s Local Now, Future Today’s FawesomeTV, MediaCo’s Estrella andCanela
• Demand Side Platforms:Yahoo DSP
• Supply Side Partners: FreeWheel andPubMatic
• Cinema:Screenvision
• Linear: Nexstar Media Group ,Scripps Networks,REELZ andAudyns

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OpenAP enables advertisers to easily distribute audiences across every premium video destination while offering the flexibility to activate through direct insertion order (IO), programmatic guaranteed (PG) or private marketplace (PMP) deals. Powered by best-in-market data integrations, a multi-source identity framework and standardized segments for use across screens and platforms, audiences are targeted consistently and transparently across the entirety of the campaign to maximize scale. This streamlined workflow simplifies cross-publisher activation, ensures holistic measurement and optimization, and delivers actionable insights pre- and post-campaign to drive real business outcomes.

“As viewership bifurcates, advertisers are looking to expand their reach beyond linear without sacrificing audience quality or consistency. We’re proud to lean in with OpenAP and bring our universe of 77 million active and opted-in Smart TV viewers into the fold, opening up new avenues for advertisers to reach impactful audiences,” said Eldad Persky, Senior Vice President, Global Product, Engineering and Business Development, Samsung Electronics.

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“In fragmented video landscape, OpenAP is delivering on our promise of standardizing audience onboarding by giving advertisers and agencies the ability to uniformly define and efficiently distribute advanced audience segments across premium streaming and TV endpoints –  all within a neutral platform. Premium video remains the most effective environment for advertising to reach maximum impact and efficacy. By expanding our publisher footprint and doubling down on CTV, OpenAP enables advertisers to activate data-driven strategies at scale, through direct as well as programmatic methods of execution, to maximize reach, minimize inefficiencies and drive measurable impact across the industry’s most trusted video destinations,” said Ashley Luongo, Chief Revenue Officer at OpenAP.

“At Scripps Networks, we connect advertisers with audiences at scale, bringing together the mass reach of broadcast with the democratized precision of streaming. As one of America’s most-watched network groups, ION, Bounce and our six other broadcast networks provide advertisers with direct access to large, engaged audiences wherever they choose to watch. Through our partnership with OpenAP, we make that connection even more seamless and efficient, helping brands simplify cross-platform buying and deliver measurable outcomes with greater impact,” said Brian Norris, Chief Revenue Officer at Scripps.