OpenAP

Above the Croisette, a fundamental question is emerging: how do brands truly connect with the audiences that matter most in TV's new order--one in which long-form storytelling, audience intelligence and measurable outcomes are no longer separate disciplines, but part of a connected ecosystem? Join OpenAP @ Cannes as we explore the forces reshaping how creativity, intelligence and technology come together in a new model for television, and celebrate the partnerships making tomorrow’s video advertising ecosystem possible. See where we’ll be showing up in the South of France and request an invite: https://lnkd.in/g-p94GQK

Today, A+E Global Media, AMC Global Media, FOX Advertising, Hallmark Media, NBCU Advertising & Partnerships, Paramount Advertising, The E.W. Scripps Company, TelevisaUnivision and Warner Bros. Discovery Advertising announce a major step forward for premium video advertising. Together with OpenAP, TV publishers are coalescing around shared infrastructure designed to unify outcomes and further simplify audience-based buying across premium video. This new initiative will give advertisers a more unified way to understand performance across publishers and platforms while laying the groundwork for agentic, outcome-driven transactions across both linear and streaming – all via a single cross-publisher entry point to help advertisers maximize investment in strategic audiences across linear and streaming environments and better understand how those investments deliver full funnel outcomes. “Advertisers face growing pressure to prove performance while navigating increasing complexity. This cross-publisher initiative simplifies that challenge by making premium TV easier to connect, measure and invest in across data-driven video. By bringing a more unified approach through OpenAP, we can reduce fragmentation, create greater consistency and unlock the full value of premium video – delivering meaningful impact for advertisers while giving publishers a clearer framework to prove performance and grow investment in strategic audiences," Ryan Gould, Chair of OpenAP Board of Directors and President of U.S. Advertising Sales, Go to Market for Warner Bros. Discovery. Read the full announcement in the comments below ⬇️

For pharma marketers, a data-driven approach to TV advertising is the gold standard for not only reaching high-value audiences with both scale and precision, but also for enabling measurement on the outcomes and metrics that matter post-campaign. OpenAP's Matthew Papa joined PurpleLab's Megan Berwick in a recent solli interview to dive deeper into exactly how data is rewriting the script for pharmaceutical advertising in the streaming-first era. Watch the full video: https://lnkd.in/egMznTDU

Opening night at POSSIBLE 2026 doesn’t end when the agenda does. We’re partnering with Breakaway Music Festival to host “The Monday After Set” – an invite-only, VIP after-hours experience featuring a private performance by a surprise Breakaway artist. Space is limited. Request an invite here: https://lnkd.in/gGr2SQBm

Introducing OpenAP's newest Chariman of the Board of Directors, Ryan Gould. From his role as President of U.S. Advertising Sales, Go To Market at Warner Bros. Discovery, Ryan brings deep expertise across advanced advertising, data strategy and commercial operations–key inputs for accelerating OpenAP's role in providing the audience infrastructure that is powering data-driven video into the future. Read the full news: https://lnkd.in/gdzJys7r

“If you want accurate outcomes, you need consistent identity—full stop.” - David Levy When Truthset, Go Addressable and Coalition for Innovative Media Measurement (CIMM) released a study late last year on the accuracy of data signals advertisers and publishers rely on, an uncomfortable truth was revealed: much of today’s identity infrastructure is simply not as accurate as the industry assumes. Inconsistent mappings between IP addresses, households and devices mean that audiences often change as they move through the activation process, resulting in wasted spend and misleading measurement. At CES, David Levy and CIMM's Jon Watts broke down the findings of the study, and laid a clear path towards more accurate, consistent and standardized audience identity that ensures the audiences advertisers want to reach are actually being reached. See the full conversation: https://lnkd.in/gN_PGdhU

“Identity isn’t a product, it’s foundational. Everything we do, from targeting to attribution, ties back to it.” - Jeff Collins FOX Advertising. As CMOs face increasing pressure to justify every dollar spent, premium video needs to deliver performance without sacrificing what makes TV powerful. Standardized identity is the unlock that provides the foundation needed to connect exposure to outcomes and allow TV to function like a true performance channel. Hear more from Warner Bros. Discovery’s Ryan Gould, TelevisaUnivision’s Tim Natividad, Fox Corporation’s Jeff Collins, and NBCUniversal’s Alison Levin, in conversation with OpenAP’s CMO Brittany Slattery, as we roll back the most important conversations from our 2026 Audience Summit @ CES. https://lnkd.in/g-JKVTeY

Privacy isn’t a constraint on advertising. It’s the foundation for trust. At the Arnold Palmer Invitational last week, OpenAP’s Chris LoRusso joined Mastercard's Michelle Carter at the Mastercard Services Connect Program to discuss how privacy-by-design is reshaping video advertising. Great conversation, great company and an important discussion about building a more transparent and trusted ecosystem. See the highlights:

AI isn’t just transforming workflow; it has the power to disrupt the agency model. As walled gardens push a future where marketers simply hand over their budgets and let AI do the rest, the trade-off is clear: convenience in exchange for control and transparency. In David Levy’s latest byline in Advertising Week, he outlines why the real AI advantage lies in transparent, standardized data that agencies can own, validate and use to build their own systems. Those who take control now will define what’s next. Read more here: https://lnkd.in/d-24xPyW

If you don’t actually know who saw your ad, you can’t prove it worked. Streaming continues to attract significant investment and with that growth comes an opportunity to raise the bar in on how audiences are defined and measured. In his latest piece for Streaming Media Magazine, OpenAP CEO David Levy explores why making consistent, deterministic identity the center of gravity for the entire video workflow can help the industry reach a shared understanding of who was reached and what happened next. When the ecosystem operates from common standards, trust grows and so does confidence in outcomes. Read the full op-ed here: https://lnkd.in/eNDGAqaS