OpenAP and nine major publishers announced a big ad initiative on May 13, 2026.
If you watch ad-supported TV or streaming, this new partnership will not change what you watch. You will not suddenly get new channels, a new app, or a new, cheaper plan.
What it could change over time is how ads are bought, measured, and optimized across some of the biggest TV companies in the United States.
OpenAP initiative explained
If a brand runs ads across several TV networks and streaming services, it wants to know what happened after people saw those ads. For instance, did viewers visit a website, buy something, sign up, or take some other action?
OpenAP and the publishers want to make it easier to track that across both linear TV and streaming. This will happen without every company using a completely separate method.
The project centers on a new cross-publisher conversion API for TV. It is a shared technical bridge meant to connect advertiser first-party outcome data with publisher exposure data through one integration point.
OpenAP is also adding new campaign workflows. Later phases are expected to include more automation.
Who is involved?
These are the publishers named in the initiative:
- A+E Global Media
- AMC Global Media
- FOX
- Hallmark Media
- NBCUniversal
- Paramount
- Scripps Networks
- TelevisaUnivision
- Warner Bros. Discovery
That list shows the effort is not small. These are major companies with large footprints across broadcast. They also have a bigger market share for cable, Spanish-language media, and streaming.
Why should you care?
If publishers show advertisers that TV and streaming campaigns are easier to track and compare, that helps attract more ad money into premium video.
That does not guarantee a better viewing experience. For you, the likely effect is better ads.
Over time, ad-supported platforms will be serving you ads with better targeting. That could mean ads become more relevant to you, and you can relate to most of them.
What you should not assume is that this will reduce the number of ads. It will not make your subscriptions cheaper. Also, it won’t immediately improve the shows available to you.
Why is this happening now?
TV publishers are now under pressure. They need to prove that premium video delivers measurable results, not just big reach. The initiative points directly to that pressure. Advertisers want proof of performance, and publishers want clearer information for showing value across their video.