Advanced Television


TV majors partner for ad measurement ‘currency’

Advanced advertising company OpenAP, along with national programmers Fox, NBCUniversal, Paramount, TelevisaUnivision, and Warner Bros Discovery and the VAB have formed a new Joint Industry Committee (JIC) to enable multiple currencies with the primary focus of creating a measurement certification process to establish the suitability of emerging cross-platform measurement solutions in advance of the 2024 […]

January 10, 2023

Discovery invests in OpenAP

In a move that is intended to accelerate the growth of its advanced advertising business while helping scale the overall market for advanced TV, multichannel programmer Discovery will become a minority owner of advanced advertising company OpenAP, bringing simplicity and scale to audience-based campaigns in television. Discovery joins FOX, NBCUniversal and ViacomCBS in the joint […]

January 11, 2022

OpenAP launches XPm

OpenAP, the advanced advertising company bringing simplicity and scale to audience-based campaigns in television, has announced the launch of XPm, the new cross-platform measurement framework backed by national TV publishers that will provide advertisers with more choice in measurement solutions by helping facilitate an open and independent measurement ecosystem. TV publishers now have a common […]

December 9, 2021