Over the last several months, OpenAP has added members to our team who are already making an impact and delivering on our mission to bring simplicity and scale to audience-based advertising across the video ecosystem.
We’re proud to introduce five growth drivers who have recently joined our Commercial team. Read on to get to know them and hear how they are helping grow our clients’ and partners’ businesses in their roles in 2024, then stay tuned to learn more about our newest faces across OpenAP’s product and legal teams.
Why did you decide to join OpenAP?
AL: The only thing that could’ve possibly been as fun and fulfilling as building and scaling a massive audience and automation focused sales organization and practice at one of the best content and entertainment companies in the world, was getting to help build and scale audience businesses in partnership with all of the best content and entertainment companies in the world, many of whom are at varying stages of their own journey and walk in this space (so opportunities abound to meet them exactly where they are and to help!). I had the great privilege of being an OpenAP client partner while I was on the publisher side of the business, and I was a believer in the mission, merit, and value of how marketplace strategies can be an accelerant. And, most critically, I wanted to do all of this with a team whose value system aligned with my own and is one that challenges and pushes each other to perform, win, and exceed expectations, but most importantly, who does it all with grace, humility, positivity, and who supports one another and has each other’s backs.
What fires you up about your role?
AL: I’ve been a part of evolutions of nascent businesses (digital, streaming, programmatic) and revolutions of legacy businesses (linear, cross screen), and this revolution is just getting started! I’m also a consummate student - I love pushing myself and learning new things. This is such a dynamic time and ecosystem and there’s always something new you can dig into, learn more about, & educate yourself on. I always strive to make myself better and a more informed resource to my colleagues and partners.
What's one innovation that you expect or hope to see in premium video advertising in 2024?
AL: Random musings/predictions:
Many more industry consolidation events will occur (media companies with multiple streaming platforms will consolidate and collapse into one; M&A events will occur between/among existing media cos.)
Sports rights will continue to be a critical battleground for streamers and traditional linear publishers
Generative AI will continue to explode, as will Commerce Retail Media / Shoppable
First Party Data, and those who have DTC touchpoints to collect it, will reign supreme but as a result….
There will be increased privacy regulation & enforcement, and maybe even an actual law passed
Every streaming service will have ads/ there will be an explosion of more AVOD streaming inventory
Why did you decide to join OpenAP?
GD: I joined OpenAP because of the unique way the company intersects with so many different aspects of the advertising industry and sits at the cutting edge of advanced audience targeting & reporting capabilities.
What fires you up about your role?
GD: I truly learn something new here every day – whether it’s from our own innovative OpenAP team, full of incredibly smart and talented folks from across the ad & tech industries, or from our amazing agency partners who are implementing and optimizing complex campaign strategies for their clients. After spending the better part of the last decade working in ad sales, I’m still blown away by the wealth of knowledge I get to surround myself with & absorb here on a daily basis.
What's one innovation that you expect or hope to see in premium video advertising in 2024?
GD: In 2024 I’m excited to see the ways that OpenAP’s partnerships will be able to strengthen our cross-platform reporting capabilities and offer increased value to new & returning agency partners. We are only just getting started!
Why did you decide to join OpenAP?
KJ: I had been partnering with the OpenAP team for the past four years and really enjoyed working with the team and the company vision for advanced advertising. Being able to connect our audiences across premium linear and digital publishers regardless of currency provider is something unique in market. When an opportunity arose to join the team I could not pass it up.
What fires you up about your role?
KJ: I love strategizing with clients and making their lives easier. Helping our clients meet their KPIs and find new and innovative ways to achieve success is so much fun.
What's one innovation that you expect or hope to see in premium video advertising in 2024?
KJ: I am really excited about the streaming space and how much it has taken off. Each of the platforms are starting to figure out how to expand their customer base and with more and more platforms moving toward an ad supported product, there are a lot of opportunities for brands to reach consumers in new ways.
Why did you decide to join OpenAP?
MP: Mass media in the midst of a major transformation. OpenAP's high visibility role in the Advanced TV ecosystem has not gone unnoticed amongst the adtech and media community at large. I wanted to join a business that is leading through innovation, and OpenAP checked all the boxes.
What fires you up about your role?
MP: The partnerships function at OpenAP presents a multitude of opportunities across business development and publisher strategy. With my heritage being primarily on the programmatic digital side of adtech, I am excited about learning the Advanced TV space from my colleagues and other leaders at OpenAP.
What's one innovation that you expect or hope to see in premium video advertising in 2024?
MP: Innovative creative formats have been flying under the radar for a bit now, with the primary focus being on alternative currencies and new measurement. The big screen welcomes creative innovation and can act in harmony with mobile strategies for the world's top advertisers. The content quality is well established, but if we can pair that with advanced audiences for targeting and innovative creative formats to improve the user experience, not only will this benefit the consumer, this will invite advertisers from across the funnel to participate in TV, which was historically a branding medium only.
Why did you decide to join OpenAP?
NA: I want to be a part of a company that is transforming the industry and driving change for the better.
What fires you up about your role?
NA: I love that we are exposed to all facets of the ecosystem and are driving these necessary changes in the industry with our clients. I love that our team not only helps our clients streamline the process, but also provides added value and consultation on the overall strategy.
What's one innovation that you expect or hope to see in premium video advertising in 2024?
NA: To no surprise, I think the industry will continue to echo the need for standardization for cross-platform measurement. I'm excited to see progress with the Streaming Data Service and work that OpenAP is doing through the JIC overall!
Ready to be part of the future of TV advertising? We’re hiring and we’d love to get to know you.