In an increasingly complex and fragmented video advertising ecosystem, our OpenAP commercial team members are helping clients reach more in-target audiences and get more value out of their audience-based investments. Read on to get to know some members of our Commercial team and how they are driving lasting industry change.
Why did you decide to join OpenAP?
CL: OpenAP first hit my radar way back when the team first launched. I remember actively working on TV viewership and identity products at a previous company and thinking, 'damn they beat us to market on some of our best ideas!' Since then I followed from a distance via press and industry events until some former colleagues reached out and posed the idea of actually coming aboard. From there I got to meet a bunch of the team and after learning about the culture and seeing the road ahead, I was convinced this was the place for me.
What fires you up about your role?
CL: OpenAP has proven to be a leader in Data Driven Linear, but what gets me most excited is the opportunity to bring our advanced audience expertise to the streaming and digital space as well. In my career I have always been most passionate when I'm trying to build something new, whether that's launching a new innovative product, or breaking through to a new market, I thrive on being part of 'what's next.'
What's one innovation that you expect or hope to see in premium video advertising in the next year?
CL: Automated ad buying platforms have helped to reduce the barrier to entry for small and medium sized businesses to buy ads on TV, but there are still significant costs associated with developing ad creative that is actually worthy to run on premium TV content. I'm hopeful that we see a leap forward in production quality from AI creative generation services, opening the door to the most premium TV content for countless new advertisers who were previously shut out due to upfront costs.
Why did you decide to join OpenAP?
DH: As Head of Agency Development, my mission is to deepen OpenAP’s partnerships with agencies, provide them with the tools they need to holistically plan and activate, as well as help them navigate the complexities of audience targeting, cross-platform campaigns and campaign measurement in a world of currency optionality. I get to bring my experiences activating and executing data driven video for one large scaled portfolio to all of the publishers in the space as we collaborate as a collective to accelerate data driven video as a marketplace. I’m thrilled to be part of a company that is not only shaping the future of advanced advertising but is also focused on delivering real, measurable outcomes for advertisers in today’s rapidly changing media landscape. It’s an exciting time to be part of this journey, and I’m ready to dive in, collaborate and contribute to OpenAP’s continued success.
What fires you up about your role?
DH: The innovation and collaboration I’ve witnessed at OpenAP are what excite me about this new role. The company’s focus on helping agencies leverage premium content in more intelligent ways, paired with its deep commitment to simplifying campaign planning, activation, and measurement in an era of fragmented media, makes it a unique player in the space. OpenAP’s Open Audience Platform enables seamless integration across platforms and data sources, making it easier for agencies to execute advanced advertising strategies that drive meaningful results for their clients.
What's one innovation that you expect or hope to see in premium video advertising in the next year?
DH: One of the key challenges in today's advertising landscape is the complexity of measuring campaign success across so many different currencies, publishers, and platforms. As the industry moves away from traditional, one-size-fits-all measurement models, it was clear from my own experience working at NBCUniversal that OpenAP is at the forefront of helping advertisers navigate this complexity. In 2025, I hope we continue to see agencies leaning in and adoption holistic strategies for reaching audiences across publishers and platforms.
Why did you decide to join OpenAP?
JH: I actually had the pleasure of consulting at OpenAP before joining the company! Consulting gave me the opportunity to get to know the organization, our leaders, and team members, as well as understanding OpenAP’s immense strengths and position in the ecosystem - it really helped me make up my mind that I wanted to join OpenAP, and I am so glad I did. It’s truly a pleasure and a privilege to work with such talented people.
What fires you up about your role?
JH: I love working with teammates across the commercial and product orgs, and my role enables me to do just that! I also enjoy the daily learning experience that my role embodies - there is always something new to learn at OpenAP while making a contribution to the team and mission.
What's one innovation that you expect or hope to see in premium video advertising in the next year?
JH: Two things I’d love to see, actually! Firstly, I absolutely believe in an audience-first world, and so I hope that audience based buying continues to scale - the benefits to both advertisers and consumers are numerous. Secondly, I hope to see progressively fewer silos amongst the TV Publishers - I believe the more we can encourage collaboration, the more we can collectively defend against audience attrition.