OpenAP is expanding again.
AMC Networks and The Weather Channel have joined the consortium, cementing it as the largest advanced advertising platform in the U.S. OpenAP now encompasses four broadcast networks (Fox, NBC, Univision and now CBS), more than 26 cable channels and digital video assets from consortium members Fox, NBCUniversal, ViacomCBS, Univision and now AMC Networks and The Weather Channel.
Both companies’ linear and digital assets will be added to the OpenAP Market, which offers advertisers cross-publisher audience segments for both linear and digital video.
These are the first media companies to join OpenAP since the consortium added CBS’ assets last December, following the CBS-Viacom merger.
“Our agency and brand partners continue to advocate for more TV networks to join us in making advertising inventory available in the OpenAP Market, underscoring the importance of scale as we join forces to move the industry toward advanced audiences,” said OpenAP CEO David Levy in a statement. “The diverse portfolios of both AMC Networks and The Weather Channel—who are each investing heavily in sophisticated targeting capabilities—further cements our ability to make it easier for advertisers to buy at scale in an open marketplace.”’
Barbara Bekkedahl, president of advertising sales for The Weather Channel, said in a statement that “the trust between The Weather Channel and our audience transfers to our advertisers, and now our partners can align their campaigns with enhanced data and automation.”
AMC Networks spilled the beans about its OpenAP membership in March as part of the media company’s “buyers first” approach during this upfront to creating as many ways for clients to reach their audiences as possible, on all platforms.
“A critical ingredient to our success is helping advertisers increase their reach and allowing them to choose how they want to transact,” said Kim Kelleher, AMC Networks’ president of commercial revenue and partnerships, in a statement.
AMC Networks is currently the only media company supporting both OpenAP and AT&T’s OpenAP rival Xandr Invest, which expanded in April and added not only AMC Networks, but also Disney and WarnerMedia as partners.
When it comes to advanced advertising platforms, “I don’t think that there is a perfect way to transact” as of yet, Kelleher told Adweek in March. “Transact how you want to transact; we’ll meet you there.”