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State of the Screens

‘Linear cannot exist by itself’: OpenAP wants to help TV ad sellers contend with Google, Facebook

By June 6, 2019No Comments

The big news: OpenAP is adding digital video capabilities to it’s advanced TV offering allowing marketers to buy them together.

Quote from Ed Gaffney — Director @ GroupM:
“Linear cannot exist by itself. OpenAP, as great as it is, cannot just be a linear thing. It needs to be a cross-screen thing,”

Flashback #1: Inside The Agency Turf War Over Connected TV

What happens next: TV Buyers are being rebranded as video investment teams, and digital buyers are going to school on TV metrics.

The future: The term “digital buyer” and “TV buyer” will go away and there will just be “video buyers”. Everyone cannot be great at everything so some buyers will be stronger in TV or digital, but the future is cross screen.

Who wins: The winners will be whichever side learns the other side’s piece first and effectively integrates it into a holistic video offering.

Flashback #2: Who Sells What? NCC Media And Xandr Aim To Consolidate The Confusing Addressable TV Market

More #1: TV Networks Creating Targeted-Ad Capabilities

More #2: Advanced TV Is the New Frontier for DSPs

More #3: The rise of addressable ad alliances

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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