The Weather Channel and AMC Networks said Tuesday they have joined OpenAP, where national broadcasters can provide targetable audiences for advertisers.
Both broadcasters will make their entire slate of national linear and OTT inventory available through OpenAP. Media buyers negotiate with the networks directly and activate through OpenAP, which normalizes audience definitions, day parts and targeting across member networks.
OpenAP’s ranks also include NBCUniversal, Fox, Viacom and Univision. The company, which launched in 2017 as a consortium between Turner, Fox, and Viacom, is now opening up its platform to smaller networks as it shifts its business model. The company previously used to charge networks a membership fee but now charges a transaction fee for demand facilitated through its platform, said CEO David Levy.
“What benefits the buy side is sophisticated, scaled and centralized products,” he said. “The membership model doesn't scale to accommodate a variety of publishers.”
AMC Networks, which is expanding its content distribution this year across multiple streaming and OTT platforms, saw OpenAP as an opportunity to let ad buyers reach its viewers wherever they watch AMC content, said Evan Adlman, SVP of advanced advertising and digital partnerships.
“Everyone in today’s world is purchasing media in different ways,” he said. “It’s our goal to build out as many connections with platforms as we can to allow marketers to choose how they want to buy our content.”
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