OpenAP

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.

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

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales

Revenue model

1. 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.
2. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature7 records

Partnerships

14 partnerships are on record, tiered minor, core and strategic.

• FortuneminorGTM or Marketing Partner · 9 June 2026Fortune 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)coreStrategic or Co-development Partner · 13 May 2026Nine 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)strategicStrategic or Co-development Partner · 9 January 2023VAB 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.
• TransUnioncoreTechnology or Integration · 28 April 2021OpenAP 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 DeskstrategicTechnology or Integration · 28 April 2021OpenAP 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.
• NielsenstrategicTechnology or Integration · 28 April 2021OpenAP 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.
• GroupMcoreGTM or Marketing Partner · 28 April 2021GroupM 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.
• dentsucoreGTM or Marketing Partner · 28 April 2021dentsu 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 GroupcoreGTM or Marketing Partner · 11 January 2021Omnicom 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.
• VideoAmpstrategicTechnology or Integration · 11 January 2021VideoAmp became OpenAP's preferred vendor partner, integrating with OpenAP as OMG's preferred measurement and data platform for cross-platform campaign optimization.
• Fox CorporationcoreStrategic or Co-development PartnerOne of four founding major TV publishers (alongside NBCUniversal, Paramount, Warner Bros. Discovery) that own OpenAP. Represents the company on OpenAP's Board of Directors.
• NBCUniversalcoreStrategic or Co-development PartnerOne of four founding major TV publishers (alongside Fox, Paramount, Warner Bros. Discovery) that own OpenAP. Represented on OpenAP's Board of Directors.
• ParamountcoreStrategic or Co-development PartnerOne of four founding major TV publishers (alongside Fox, NBCUniversal, Warner Bros. Discovery) that own OpenAP. Represented on OpenAP's Board of Directors.
• Warner Bros. DiscoverycoreStrategic or Co-development PartnerOne 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

Others

• 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

• Xtwitter.com/OpenApTV
• Facebookfacebook.com/OpenAPTV
• LinkedInlinkedin.com/company/open-ap

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OpenAP