Fox, NBCUniversal and Viacom have again come together to offer a marketplace for buying linear and long-form digital video, the companies announced today. The platform—dubbed OpenAP 2.0—will be available in time for fall programming.
With the new platform, buyers can construct segments for long-form digital video and linear in the same place and request those segments to go live.
The marketplace, built in collaboration with Accenture and FreeWheel, will be accessible at OpenAP.tv.
“Fox and the other members of OpenAP are committed to driving open standards that are essential to the success of our brand and agency partners,” said Marianne Gambelli, president, advertising sales, Fox, in a statement.
The marketplace will also offer clients cross-publisher analytics, including pre-campaign performance projects and post-campaign results, from total unduplicated reach to total audience impressions.
The otherwise competing programmer competitors have worked together before on an ad marketplace—called OpenAP. Launched in 2017, members of the platform include Fox, NBCUniversal, Viacom and Univision and was intended to make it easer for advertisers to reach audiences across TV publishers.
“With competition rising in every industry, marketers need new ways to define their audience and engage viewers across all platforms. Expanding OpenAP can help turn that vision into a reality,” said Linda Yaccarino, chairman, advertising and client partnerships, NBCUniversal, in a statement.