OpenAP
OpenAP is a cross-publisher TV advertising identity, activation and measurement platform.
Analyst Perspective
OpenAP is a US-based B2B television advertising technology platform focused on planning, activating and measuring audience-based campaigns across premium TV and streaming publishers. Its core role is to provide a shared interoperability layer across major publishers, using a common identity spine to support cross-publisher audience activation, deduplicated reach and frequency analysis, and unified reporting across linear TV and CTV/OTT environments. The company appears to make money through platform access, audience onboarding and activation workflows, and measurement and reporting services sold to advertisers, agencies and publisher partners. Rather than owning media inventory directly, it creates value by reducing fragmentation across publishers, currencies, screen types and data partners in advanced TV buying.
Analyst Signal Briefing
Updated: 2 Jul 2026OpenAP has launched a cross-publisher Conversion API (CAPI) to standardise outcome-based measurement, enabling advertisers to link first-party data to business results across partners including NBCUniversal and the newly merged Paramount-Warner Bros. Discovery entity. This follows a June 2026 partnership to establish shared infrastructure for unified audience buying and OpenAP’s integration into the Go Addressable coalition to enhance deterministic identity. These initiatives aim to unify the programmatic marketplace as stakeholders Fox Corporation and Paramount scale inventory through the Roku acquisition and Skydance-led merger, respectively.
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Key insights about OpenAP
Category Differentiation
OpenAP is not an open-web DSP, SSP or media owner. It is a B2B interoperability, identity and measurement layer focused on advanced TV and streaming advertising across premium publishers.
OpenAP: About
OpenAP operates a B2B software and transaction-enablement model for advanced television advertising. It provides shared infrastructure that connects advertisers, agencies, premium TV publishers and buying systems, allowing audiences to be defined once, activated across multiple publishers, and measured in a deduplicated way. Its value comes from reducing operational friction in cross-publisher TV buying and giving market participants a common identity and reporting framework.
How OpenAP Works & Monetises
Business model analysis and core revenue streams
OpenAP monetises primarily through B2B platform revenue tied to audience management, campaign activation, identity-based measurement and reporting workflows. Based on the product footprint, the commercial model is most likely a mix of software subscription or platform access fees, usage-based charges for onboarding and activation, and service or licensing fees attached to measurement, reporting and ecosystem integrations. It does not appear to rely on media ownership or inventory arbitrage.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (OpenAP)
National TV Publishers Partner to Establish Shared Infrastructure for Unified Outcomes and Audience Buying Through OpenAP
OpenAP announces a partnership among national TV publishers to create a shared infrastructure aimed at improving audience buying and achieving unified outcomes.
Read original sourceNational TV Publishers Partner to Establish Shared Infrastructure for Unified Outcomes and Audience Buying Through OpenAP
This press release discusses a partnership among national TV publishers to create a shared infrastructure aimed at improving audience buying and achieving unified outcomes through OpenAP.
Read original sourceNational TV Publishers Partner to Establish Shared Infrastructure for Unified Outcomes and Audience Buying Through OpenAP
National TV publishers have partnered to create a shared infrastructure aimed at achieving unified outcomes and enhancing audience buying capabilities through OpenAP.
Read original sourceOpenAP: Frequently Asked Questions
What is OpenAP?
OpenAP is a B2B platform for planning, activating and measuring audience-based TV and streaming advertising across premium publishers.
Who uses OpenAP?
Advertisers, media agencies, planners, analysts and premium TV publishers use OpenAP for cross-publisher audience activation and measurement.
How does OpenAP make money?
It makes money through platform access, activation workflows, measurement services and related integration or data-enablement fees.
Company Facts
- Founded
- 2017
- Headquarters
- United States
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- openap.tv