Discovery is making a deeper investment in OpenAP’s vision for audience-based advertising across TV platforms.
The media conglomerate is taking a minority ownership in the TV consortium, joining fellow minority owners Fox, NBCUniversal and ViacomCBS. Founded in 2017, OpenAP has sought to standardize audience targeting on TV and deliver consistent measurement across linear and digital audiences.
“The last two years have demonstrated the force of change that can happen when we take an audience-first approach to reimagining TV advertising for media owners, advertisers and consumers alike,” said David Levy, chief executive of OpenAP. “We are grateful for the increased commitment Discovery is making to work alongside us on this journey of propelling further growth of the marketplace.”
Discovery is hoping to build out its framework for cross-platform, audience-based ad buying, while OpenAP will seek to grow the overall market for its advanced advertising capabilities. As part of the new ownership, two Discovery executives will join OpenAP’s board of directors—Jon Steinlauf, chief U.S. advertising sales officer, and Jim Keller, executive VP of digital ad sales and advanced advertising. With a voice at the table, Discovery will play a role in developing OpenAP’s corporate strategy and product roadmap.