TV networks are using a new strategy to sell ads more like Google and Facebook

| October 8, 2019

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OpenAP, an advertising company founded by a group of some of the biggest TV companies, announced on Tuesday a new platform to let advertisers buy ad campaigns on linear TV and digital video across publishers. As TV ad spend has been bruised by the rise of digital and other factors, this kind of move could grow ad dollars flowing to big TV networks by making it easier to buy and reach more specific audiences. OpenAP came together in 2017 as a consortium including Fox, Viacom and Turner (now AT&T’s WarnerMedia) as a way to make it easier and more valuable to buy more specific, data-driven audiences than standard TV demos across multiple publishers. WarnerMedia pulled out in April 2019 after becoming part of AT&T, which has its own advanced advertising functions. NBCUniversal joined OpenAP last year.

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Martin Williams

Martin Williams is a creatively-driven, brand activism agency based in sunny Minneapolis.Our purpose is single-minded. It is to invite and inspire participation between brands and people. In simple ways. In deep ways. Sometimes organically. Sometimes spontaneously. And sometimes in the most carefully orchestrated ways imaginable.We call it Brand Activism.And when people act on a brand's behalf, good things happen. When they passionately pledge their allegiance to something, anything is possible.

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Spotlight

Martin Williams

Martin Williams is a creatively-driven, brand activism agency based in sunny Minneapolis.Our purpose is single-minded. It is to invite and inspire participation between brands and people. In simple ways. In deep ways. Sometimes organically. Sometimes spontaneously. And sometimes in the most carefully orchestrated ways imaginable.We call it Brand Activism.And when people act on a brand's behalf, good things happen. When they passionately pledge their allegiance to something, anything is possible.

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