Exit of AT&T's WarnerMedia could spell trouble for OpenAP

AT&T-owned WarnerMedia, a founding member of audience-based ad platform OpenAP, abruptly exited the venture on Friday, and its departure could spell trouble for the fledgling firm.Variety reported that AT&T left OpenAP so it could pursue its own advanced advertising strategy, which centers on Xandr. Following the 2018 completion of its Time Warner acquisition, AT&T relaunched its data and analytics business; ATT.net; AppNexus and its advanced TV business; and AT&T AdWorks under the Xandr banner.“As our company has transformed, our advanced advertising strategy has evolved. As a result, we are withdrawing from Open AP,” the company said in a statement. “We appreciate what OpenAP has supported to this point in widening the adoption of audience-based buying on television.” With WarnerMedia out, that leaves founding members Fox and Viacom, along with NBCUniversal, as the primary stakeholders in OpenAP. Variety reported that Univision, which is not a member of the OpenAP’s board, also still is involved with the venture.