Advertisers will soon have access to CBS inventory within OpenAP following the completion of the ViacomCBS merger.
OpenAP pools inventory from NBCUniversal, Fox, Univision and Viacom, which last week completed its $28bn deal with CBS.
CBS broadcast and digital video inventory will be available within the OpenAP market by early 2020, a company spokesperson said.
“The new addition of CBS further validates our commitment to powering advertisers’ ability to connect with diverse audiences at scale, democratizing the most proven vehicle for storytelling,” said David Levy, chief executive officer of OpenAP.
“With ViacomCBS, Fox, NBCUniversal and Univision assets all available to advertisers and agencies in a single platform, the OpenAP Market, we are unlocking unmatched access to premium inventory for cross-publisher campaigns.”
The OpenAP Market, which launched in October, lets advertisers execute audience-based campaigns across the group’s networks in both traditional linear and digital video environments.
The group is taking shape as TV ad spend is forecasted to take a notable decline over the next five years as big brands rethink their budgets.
Jo Ann Ross, president and chief advertising revenue officer of ViacomCBS’s US ad sales group, will join OpenAP’s board of directors.
“We believe in the mission of OpenAP and we’re excited to add CBS assets to those of Fox, NBCUniversal and Univision, marking another step forward in providing unprecedented reach and scale for agencies and clients who rely on the power of television to build brand awareness,” said Ross. “Bringing our full portfolio of linear and digital inventory together on this platform enables us to deliver premium content and diverse audiences to our advertisers and reinforces our combined value as ViacomCBS.”