Pioneering the Future of Audience-Based Video Advertising

A New Era of Leadership: Ryan Gould Takes the Helm at OpenAP

Ryan Gould, a distinguished figure in U.S. advertising sales for Warner Bros. Discovery, has been appointed as the new Chairman of OpenAP. This consortium, comprising media and technology companies, is dedicated to enhancing the interoperability and standardization of digital ad-buying methods across various publishers. Gould's appointment marks a pivotal moment for OpenAP, signaling a renewed focus on innovation and collaboration within the advertising ecosystem.

The Strategic Vision Behind Gould's Appointment

David Levy, the CEO of OpenAP, expressed strong confidence in Gould's capabilities, emphasizing his strategic insight and operational expertise. Levy highlighted Gould's deep understanding that the future success of premium video advertising hinges on common standards and seamless identity solutions. Gould's leadership is anticipated to significantly propel OpenAP's core mission: transforming audience consistency from an ambitious goal into a robust infrastructural reality for the industry.

Evolution of Digital Advertising: The Rise of Audience Buying

Gould assumes his new role at a time when advertisers are increasingly prioritizing the acquisition of digital ad inventory, particularly within the burgeoning streaming video market. OpenAP, established in 2017, was founded with the objective of creating a unified system to streamline advertising purchases. This system supports audience buying, a modern approach where marketers leverage extensive data on consumer preferences, viewing habits, and digital footprints to target specific segments. Unlike traditional methods focused on broad demographics like age and gender, audience buying allows for highly precise targeting of groups such as first-time car purchasers, expectant mothers, or enthusiasts of particular products, offering advertisers a more impactful and meaningful engagement with their desired consumers.

Expanding Reach and Collaborative Growth

Initially founded by industry giants like 21st Century Fox, Viacom, and WarnerMedia, OpenAP has since expanded its network to include a diverse array of partners. This growth encompasses major players such as Samsung, LG Ad Solutions, Hallmark Digital, and Vevo, alongside various other digital and media entities. The consortium's broadening alliance underscores its commitment to fostering a comprehensive and interconnected advertising landscape, reflecting the collective effort to adapt to and shape the future of media buying.

Gould's Commitment to Unified Standards and Audience-First Approach

In a statement, Gould affirmed the crucial role OpenAP plays in providing the industry with clarity and consistency in audience-based transactions. He stressed that as the media landscape continues to evolve, the necessity for a shared identity infrastructure across streaming and all data-driven video platforms becomes paramount. Gould expressed his eagerness to guide OpenAP in strengthening its position, aiming to cultivate a more unified and audience-centric video marketplace that benefits all stakeholders.

A Track Record of Leadership and Innovation

Gould's journey with OpenAP began in 2025 when he was appointed to its Board of Directors. In his capacity at Warner Bros. Discovery, he is responsible for overseeing the company's U.S. advertising sales portfolio, which spans linear television, streaming, and digital platforms. His responsibilities also encompass critical areas such as sports, news, research, marketing, brand solutions, and commercial strategy. Through these roles, Gould has been instrumental in defining Warner Bros. Discovery's approach to marketing its premium video content, demonstrating a consistent ability to drive innovation and strategic growth.