OpenAP Launches SSP For Linear TV Commercials

By Jon Lafayette
( Broadcasting & Cable )
published

Omnicom gets first crack at new platform

OpenAP SSP
(Image credit: OpenAP)

OpenAP said it launched an supply side platform that gives advertisers automated access to linear inventory from participating TV networks.

Omnicom Media Group is the first agency to integrated the new SSP with its in-house buying platform, Omni. The integration launched this month, and Omnicom’s media agency will test the new SSP over the first and second quarters.

“Delivery against advanced audiences within the linear TV space is the goal,” said Matthew Kramer, managing director of advanced advertising at Omnicom Media Group North America.

Media companies participating in the SSP include AMC Networks, Fox Corp., NBCUniversal, Univision and ViacomCBS, Additional inventory from A+E Networks and The Weather Channel is expected to be added soon.

Access to supply via OpenAP is granted through OpenAP’s API Gateway.

OpenAP is able to integrate with agency optimization tools. VideoAmp is the first partner to integrate with OpenAP as OMG’s preferred vendor.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.