Openap

OpenAP, established in 2017, operates as a central platform in the television advertising sector, streamlining audience-based ad campaigns. The company was founded by a consortium of major U.S. television networks, including Fox, NBCUniversal, and Viacom (now part of Paramount), and later joined by others like Warner Bros. Discovery. This collaborative ownership structure positions OpenAP to address industry-wide challenges in a fragmented media landscape. The company is spearheaded by CEO David Levy, who joined in May 2019 after serving as an executive at Fox Networks Group and co-founding the ad-tech platform true[X]. His background in ad sales strategy, data, and technology at major media conglomerates directly informs OpenAP's mission to unify and simplify TV advertising.

The firm's core business revolves around providing a technology platform that enables advertisers and agencies to plan, execute, and measure campaigns across multiple publishers and viewing environments, including both linear TV and digital streaming. Clients, primarily advertisers and their agencies, use the platform to centrally define and activate specific audience segments. This process eliminates the need to manage audience data separately with each publisher, significantly reducing operational friction. A key component of its offering is the OpenID, a common identity spine that allows for consistent audience targeting and deduplicated reach and frequency measurement across the entire premium video footprint. In January 2021, OpenAP launched a supply-side platform (SSP) that grants advertisers transparent access to available inventory from participating TV publishers, allowing for more sophisticated and automated media buying. The company also introduced XPm, a cross-platform measurement framework, to provide holistic campaign performance metrics.

OpenAP generates revenue through its platform, and has reported significant year-over-year growth. The company has also secured strategic investments, notably from Snowflake, to accelerate the development of its cross-publisher data clean room solution, the OpenAP Data Hub. This solution allows for privacy-preserving data matching and measurement without requiring sensitive data to move between parties. By creating a standardized, interoperable layer for audience-based advertising, OpenAP enables advertisers to reduce waste and gain actionable, unbiased insights into campaign performance across the converging TV and digital video marketplace. Keywords: TV advertising, audience targeting, cross-platform measurement, ad-tech, media buying, supply-side platform, OpenID, linear television, digital video advertising, advertising data, campaign planning, audience segmentation, David Levy, Fox, NBCUniversal, Paramount, Warner Bros. Discovery, data clean room, advertising workflow automation, premium video inventory, ad sales, reach and frequency, programmatic TV