OpenAP
OpenAP is a publisher-owned ad-tech platform that unifies audience-based TV advertising across linear and digital via its OpenID identity framework, serving major agency holding companies and brand advertisers with cross-platform targeting, inventory access, and measurement.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What OpenAP does
OpenAP is an advanced advertising technology company founded in 2017 and headquartered in Culver City, California, that operates a cross-platform TV advertising infrastructure owned by a consortium of major U.S. television publishers including Fox, NBCUniversal, Paramount, and Warner Bros. Discovery (with Discovery Inc. and Snowflake Ventures holding minority stakes). The platform centers on OpenID, a common identity framework built on TransUnion's identity backbone, which resolves linear TV and digital audiences into unified identifiers for cross-platform targeting and measurement. Its product portfolio comprises the OpenAP Platform, the OpenID identity framework, a Supply-Side Platform (SSP) that provides API-based access to linear inventory, Audience Management, Reach Analysis, Campaign Performance, and OpenID Insights service modules, plus the Joint Industry Committee (JIC) initiative for premium video currency certification.
The company's technology stack is API-first and interoperable, designed to plug into agency planning and buying platforms such as Omnicom's Omni, dentsu's DELTA, Nielsen Audience Planner, and VideoAmp. OpenAP generates revenue primarily through platform and data hub subscription/usage fees charged to agencies and brands for advanced audience activation, targeting, and measurement services, with multi-year enterprise contracts and undisclosed negotiated pricing. Its go-to-market is enterprise field sales targeting the major agency holding companies (GroupM, Omnicom Media Group, dentsu, Horizon Media, Haworth) and direct brand advertisers across pharma, travel, and consumer verticals, supported by thought leadership at industry events (Cannes Lions, CES, Advertising Week, Upfronts). Documented customer outcomes include 22% greater audience reach with digital extension, 17% CPM savings versus general-population targeting, and reduction of audience activation timelines from 3+ weeks to instantaneous.
OpenAP firmographics
Firmographics- Name
- OpenAP
- Legal name
- OpenAP LLC
- Website
- https://openap.tv
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- OpenAP is a publisher-owned ad-tech platform that unifies audience-based TV advertising across linear and digital via its OpenID identity framework, serving major agency holding companies and brand advertisers with cross-platform targeting, inventory access, and measurement.
- Ownership category
- akta.pro rank
Where OpenAP is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
OpenAP business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales
Revenue model
- Platform/Subscription Fees: OpenAP operates as a consortium owned by major TV publishers (Fox, NBCUniversal, Paramount, Warner Bros. Discovery). Revenue appears to come from platform access fees charged to agencies and brands for using the OpenAP technology stack for audience-based TV advertising campaigns.
- Data Hub Services: The OpenAP Data Hub provides audience data sharing and campaign measurement capabilities. Revenue is generated through data activation fees and measurement services for advanced TV advertising campaigns.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise platform access for agencies and brands |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
OpenAP product offering
Product offeringCore offering
OpenAP is an advanced TV advertising platform that centralizes audience-based campaigns from planning through measurement across the largest footprint of premium TV publishers. Its core technology centers on OpenID, a common identity framework that resolves linear viewership and digital audiences into a unified identifier for cross-platform targeting and deduplicated reach and frequency measurement. The platform includes an API-based Supply-Side Platform (SSP) for linear inventory access and service modules for Audience Management, Reach Analysis, Campaign Performance, and OpenID Insights.
Product overview
OpenAP is an advanced TV advertising platform that brings simplicity and scale to audience-based campaigns in television. The platform operates as a unified system consisting of OpenID (the core identity framework that enables cross-platform audience resolution), an SSP for inventory access, and measurement/campaign management services. OpenAP's technology is open and interoperable, enabling advertisers to onboard advanced audiences centrally for use in planning, campaign execution and measurement across the largest footprint of premium video publishers. The company also supports the Joint Industry Committee (JIC) initiative for currency certification. OpenAP's service offerings include Audience Management, Reach Analysis, Campaign Performance, and OpenID Insights modules.
Differentiator
Problem solved
Functional benefit
Brands
- OpenID: A unique identifier that enables the resolution of both linear viewership and digital audiences into a common identity framework for cross-platform TV advertising.
- OpenAP Data Hub
Products and services
- OpenID A unique identifier that enables the resolution of both linear viewership and digital audiences into a common identity framework, unlocking cross-platform capabilities for advanced TV advertising. Built on TransUnion as its identity backbone with match keys including Name, Address, MAID, and IP Address. Used by advertisers, agencies, and TV publishers for unified cross-platform targeting and measurement.
- OpenAP Supply-Side Platform (SSP) API-based platform providing advertisers and agencies access to available linear inventory from TV publishers, enabling buyers to build media plans using accurate and real-time marketplace data with workflow automation connecting directly to buyside tools. Access is granted through OpenAP's API Gateway ensuring safe data transfer.
- Cross-Publisher Conversion API Standardized API enabling first-party outcome data (e.g., showroom visits, coupon requests) to be connected with campaign exposure data through a single integration point, supporting outcomes-based TV advertising deals across publishers. Launched in May 2026 in pilot phase with select advertisers, agencies, and measurement firms.
- Audience Management Service module enabling ID-level audience targeting using non-traditional buying demographics for more performant media plans across publishers and platforms. Centralizes audience activation across data partners for distribution to multiple publisher endpoints, reducing audience onboarding time.
- Reach Analysis Service module providing a holistic view of projected media plan performance including deduplicated reach and frequency across publishers and platforms using preferred currency. Aggregates CPMs, impressions and reach holistically for all media with a common identity spine consistent across publishers.
- Campaign Performance Service module providing end-to-end insights for planning, executing and measuring campaigns on advanced audiences with unbiased and actionable reporting, including ID-level actualized campaign performance.
- OpenID Insights Service module providing ID-level insights to understand the composition of target audience across publisher inventory, enabling unbiased actionable insights for campaign measurement and holistic planning.
- OpenAP Platform The main advanced advertising platform that 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. The platform integrates OpenID, the SSP, and audience services modules as a unified system.
Quantifiable outcome
- 22% greater audience reach with digital extension; 4:1 return on ad spend
- +3 more outcomes
Companies that use OpenAP
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
OpenAP technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability3 records
Feature7 records
OpenAP partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor, core and strategic.
- FortuneminorFortune announced its return as official media partner for Cannes Lions 2026. Fortune will host sessions including a closing DJ set co-sponsored with Breakaway, Human Ventures, and OpenAP, featuring CMOs from major brands.
- Nine Major TV Publishers (A+E, AMC, Fox, Hallmark, NBCUniversal, Paramount, Scripps, TelevisaUnivision, Warner Bros. Discovery)coreNine major U.S. television publishers partnered with OpenAP to create unified advertising infrastructure for audience buying across linear TV and streaming platforms. Initiative introduces standardized cross-publisher conversion API and new campaign workflows connecting first-party outcome data with campaign exposure data.
- VAB (Video Advertising Bureau)strategicVAB partnered with OpenAP and national programmers (Fox, NBCUniversal, Paramount, TelevisaUnivision, Warner Bros. Discovery) to form the first U.S. Joint Industry Committee (JIC) for premium video currency certification.
- TransUnioncoreOpenAP partnered with TransUnion as its identity backbone, creating a common ID layer to power connections across the TV ecosystem. Resolution to OpenIDs is powered through extensive match keys including Name, Address, Mobile Ad ID (MAID), and IP Address.
- The Trade DeskstrategicOpenAP collaborated with The Trade Desk on behalf of the TV ecosystem to drive interoperability between OpenID and Unified ID 2.0, the industry-wide initiative to create a consumer-centric, cross-channel identifier for the open internet.
- NielsenstrategicOpenAP and Nielsen integrated OpenID with Nielsen Audience Planner, enabling advertisers to create custom audience segments instantaneously and dramatically reducing turnaround time for audience activation from 3+ weeks to instantaneous.
- GroupMcoreGroupM was first agency to integrate with and activate all audiences for advanced cross-platform TV campaigns as OpenIDs. Partnership enables optimization across TV publishers on all platforms including data-driven linear, digital FEP, OTT, and CTV.
- dentsucoredentsu integrated with OpenAP to bring clients a person-level approach to TV advertising through use of OpenIDs. Building on dentsu's DELTA (Data Enabled Linear TV Activation) platform for advanced audience targeting.
- Omnicom Media GroupcoreOmnicom Media Group became the first agency to integrate its in-house Omni platform with OpenAP SSP, enabling real-time sourcing of inventory avails and centralized linear media buying. First agency integration for full workflow connection.
- VideoAmpstrategicVideoAmp became OpenAP's preferred vendor partner, integrating with OpenAP as OMG's preferred measurement and data platform for cross-platform campaign optimization.
- Fox CorporationcoreOne of four founding major TV publishers (alongside NBCUniversal, Paramount, Warner Bros. Discovery) that own OpenAP. Represents the company on OpenAP's Board of Directors.
- NBCUniversalcoreOne of four founding major TV publishers (alongside Fox, Paramount, Warner Bros. Discovery) that own OpenAP. Represented on OpenAP's Board of Directors.
- ParamountcoreOne of four founding major TV publishers (alongside Fox, NBCUniversal, Warner Bros. Discovery) that own OpenAP. Represented on OpenAP's Board of Directors.
- Warner Bros. DiscoverycoreOne of four founding major TV publishers (alongside Fox, NBCUniversal, Paramount) that own OpenAP. Ryan Gould, President of U.S. Advertising Sales, serves as Chairman of OpenAP's Board of Directors.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
OpenAP competitors and assessment
Company assessmentOthers
- TransUnion: TransUnion provides the identity backbone powering OpenID resolution (per the TransUnion–OpenAP partnership) and Tru Optik Identity Graphs; an enabling data infrastructure partner rather than direct competitor.
Broad incumbents
- Comscore: Comscore is an established cross-platform audience measurement and currency provider, overlapping with OpenAP's measurement business as the industry moves toward multi-currency certification.
- Pubmatic: PubMatic is a public programmatic SSP and ad monetisation platform with growing CTV presence, broadly competing with OpenAP for connected TV inventory access.
- The Trade Desk: The Trade Desk is a leading omnichannel demand-side platform with deep CTV buying capabilities; collaborates with OpenAP on UID2.0 interoperability but competes for premium TV buying workflows.
Direct peers
- Innovid: Innovid provides TV ad serving, measurement and analytics across linear, CTV and digital — directly competing with OpenAP's Campaign Performance and OpenID Insights modules.
- iSpot.tv: iSpot.tv offers cross-platform TV attribution, measurement and creative analytics — directly comparable to OpenAP's cross-platform measurement and outcome-based campaign analytics.
- LiveRamp: LiveRamp is a leading identity resolution and data connectivity platform powering marketing interoperability — directly comparable to OpenAP's OpenID identity backbone for cross-platform advertising.
- FreeWheel: FreeWheel (owned by Comcast) provides TV ad management, SSP and monetization infrastructure for premium video publishers, directly overlapping with OpenAP's SSP and audience activation role for linear TV.
- VideoAmp: VideoAmp is a cross-platform TV measurement and optimization platform serving as OMG's preferred vendor alongside OpenAP; competing for share of cross-platform TV currency certification work.
- Magnite: Magnite is the largest independent SSP for CTV and premium video, competing head-on with OpenAP's SSP for TV inventory access and programmatic activation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights6 records
Customer concentration
OpenAP social profiles
Digital presenceOpenAP financial estimates
Financial estimateRevenue estimate
Valuation estimate
OpenAP leadership team
Management profileNumber of profiles
Profiles13 records
OpenAP funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OpenAP M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OpenAP
What does OpenAP do?
OpenAP is an advanced TV advertising platform that centralizes audience-based campaigns from planning through measurement across the largest footprint of premium TV publishers. Its core technology centers on OpenID, a common identity framework that resolves linear viewership and digital audiences into a unified identifier for cross-platform targeting and deduplicated reach and frequency measurement. The platform includes an API-based Supply-Side Platform (SSP) for linear inventory access and service modules for Audience Management, Reach Analysis, Campaign Performance, and OpenID Insights.
Is OpenAP a public or private company?
OpenAP is a private company. It is classified as corporate owned and is currently operating.
When was OpenAP founded?
OpenAP was founded in 2017. It employs 11 to 50 people.
Where is OpenAP based?
OpenAP is headquartered in New York, United States, in the North America region.
How does OpenAP make money?
Two revenue lines are on record. Platform/Subscription Fees are the primary driver. The others are data Hub Services.
Who are OpenAP's main competitors?
TransUnion is listed as an others. Broad incumbents are Comscore, Pubmatic and The Trade Desk. Direct peers are Innovid, iSpot.tv, LiveRamp, FreeWheel, VideoAmp and Magnite.
Does OpenAP have an API?
Yes. OpenAP's SSP is built on APIs, providing approved buyside tools the ability to access and retrieve available inventory from across the largest footprint of national TV publishers. 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 integrates with agency optimization tools. The OpenID is open, unbiased and interoperable, able to connect with existing industry solutions aiming to solve for identity.