Close
Close

Published

OpenAP 2.0 rushed to market after WarnerMedia jumps ship

Two years since unveiling the audience measurement platform OpenAP, pegged as the industry’s first open platform for cross-publisher targeting, the trio of founding members – NBCUniversal, Fox and Viacom – have released version 2.0. But the three media firms will have to push wave 2 without fellow founding member WarnerMedia since AT&T pulled the unit from the alliance just 10 days before news of OpenAP 2.0 landed. Coincidence? Nope. We bet OpenAP 2.0 has been rushed to launch in the face of negative press since WarnerMedia fled the scene, a move AT&T attributed to the evolution of its own advanced advertising strategy, strongly suggesting the Xandr ad tech division has left OpenAP in the dust or potentially a conflict of…

Close