NEW YORK, Jan. 11, 2021 /PRNewswire/ -- OpenAP, the
advanced advertising company bringing simplicity and scale to
audience-based campaigns in television, today announced the launch
of its new supply-side platform (SSP) that provides advertisers
access to available linear inventory from TV publishers. The launch
delivers on requests from advertisers for more transparency and
visibility of the TV marketplace and maximizes investments buyers
and sellers have made in data and technology by enabling more
sophisticated buying of advanced TV across premium viewing
environments.
Built on APIs, OpenAP's SSP now provides approved buyside tools
the ability to access and retrieve available inventory from across
the largest footprint of national TV publishers. Once integrated,
buyers log into their existing systems to plan and buy media
through an automated workflow using accurate and standardized
information on audiences and inventory avails. Buyers build
optimized plans by selecting networks and dayparts based on
inventory that has been supplied by the sellers, then configure a
plan by selecting cross-publisher media using their own
optimization processes. Forecasted reach and frequency are provided
for plans and resulting orders are sent to participating TV
publishers. Each publisher reviews and confirms orders and provides
final media plan to the buyer. The integration enables the buying
process to take place within a brand or agency's existing system,
adding valuable workflow standardization and automation for buyers
to control cross-publisher optimization.
As marketers continue to invest in data and technology, this
announcement signals considerable efforts made by both advertisers
and TV publishers to maximize and accelerate those investments.
OpenAP represents the largest cross-publisher footprint of
inventory avails accessible to buyers in one environment, including
AMC Networks, Fox Corporation, NBCUniversal, Univision and
ViacomCBS, with inventory coming soon from A+E Networks and The
Weather Channel. Combined inventory will reach virtually all U.S.
households.
Omnicom Media Group (OMG), the media services division of
global marketing communications holding company Omnicom Group Inc.
(NYSE: OMC), is the first agency to
enable a full integration of its in-house platform – the Omni
marketing operating system – with OpenAP, enabling real-time
sourcing of inventory avails and centralized linear media buying
through the platform. The integration with Omni launched in
January, with rollout testing across OMG agencies
to take place in Q1-Q2 of the 2021 calendar
year.
Commenting on the launch Matthew
Kramer, managing director of advanced advertising at Omnicom
Media Group North America, said: "Delivery against advanced
audiences within the linear TV space is the goal. Connecting
Omni to OpenAP marks a significant step towards automation of
traditional TV by bringing more speed, efficiency and visibility to
TV inventory, enabling more flexibility and accountability in this
medium."
David Levy, chief executive
officer at OpenAP, said: "It takes partnership from all
sides to truly drive the entire industry forward. Making our
technology interoperable with existing buyside tools and providing
this granular level of inventory awareness is a direct result of
the feedback we received from our Advertiser Advisory Board and
agency partners. By enabling this new way to buy alongside agency
planning capabilities, we are ultimately fueling a more vibrant
ecosystem for advanced advertising. We're grateful for our
publishers and partners at OMG who have remained firm in their
commitment of investing in and building more sophisticated ways to
buy and sell premium TV advertising."
Access to supply via OpenAP is granted through OpenAP's API
Gateway, which ensures data is transferred safely between OpenAP
and approved buyside platforms. As an open and agnostic platform,
OpenAP is able to integrate with agency optimization tools.
VideoAmp – the software and data platform that specializes in the
measurement and optimization of media investments across linear TV,
OTT, digital and walled gardens – is the first partner to integrate
with OpenAP as OMG's preferred vendor. Additional integrations will
be explored based on client demand.
For more information, contact us at
https://www.openap.tv/contact-us.
About OpenAP
OpenAP is the advanced advertising
company bringing simplicity and scale to audience-based campaigns
in television. Powered by a standards-based approach to data
activation, our platform enables advertisers to onboard advanced
audiences centrally for use in planning, campaign execution and
measurement across any TV publisher in both linear and digital
viewing environments. OpenAP offers access to the largest footprint
of premium video advertising, with buyers now able to build
optimized plans using real-time marketplace data on available TV
inventory from participating publishers. Our technology is open and
interoperable, delivering workflow automation and efficiencies on
advanced audience campaigns for agencies, brands and publishers.
For more information, visit www.openap.tv and follow @OpenAPTV on
Twitter and LinkedIn.
About Omnicom Media Group
Omnicom Media
Group (OMG) is the media services division of Omnicom
Group Inc. (NYSE: OMC), the
leading global advertising, marketing and corporate communications
company, providing services to over 5,000 clients in more than 100
countries. Omnicom Media Group includes the full-service media
networks Hearts & Science, OMD and PHD; the Annalect Group data
and analytics arm; performance marketing agency Resolution; and
sports media and marketing group Optimum Sports.
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SOURCE OpenAP