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OpenAP, which seemed to be on shaky ground following WarnerMedia’s exit from the consortium in April, is expanding its reach once again via a new advanced TV partnership with NCC Media, the national advertising sales, technology and marketing firm.
Under the new deal, national advertisers can use OpenAP’s audience segment definitions to buy across NCC’s full inventory, including linear, VOD and addressable. Given that NCC’s footprint includes 85 million households, both parties see the partnership as a way to bring increased standardization to the advanced TV ecosystem.
However, NCC Media—which is owned by Charter Communications, Comcast Cable and Cox Communications—has not joined the OpenAP consortium, which currently includes Fox Corp.,
