The Guardian Thursday introduced the second phase of its Open Platform initiative, expanding the content-sharing service to commercial partners. A comprehensive set of developer tools and resources, the commercial launch of Open Platform makes Guardian content available for advertisers and brands to tailor to specific online campaigns. Open Platform provides a content application programming interface, or API, that makes Guardian content searchable and downloadable for use in external applications. A second resource is the Data Store statistics directory – detailed data curated by Guardian editors. Launch partner Enjoy England used Open platform to build an interactive map of England plotting specially commissioned articles on places of interest alongside tips and photo uploads from readers. Part of a wider campaign for Enjoy England, the map features Guardian content but could be published anywhere on the web, according to the plans of the campaign. Access to the service is based on three levels: keyless, where headlines and basic data can be used without registration; approved, which allows full article content to be published; and bespoke, a customised service for licensing content and developing rich applications. The first two allow partners to keep any revenue earned, while the bespoke service offers various revenue sharing deals through sponsorship, licensing and other commercial formats. Guardian News and Media’s consumer media director Adam Freeman said the service benefitted partners by providing access to a global audience of 33 million users each month, while offering an incentive of GBP 50,000 in media spend to the next partner that spends more than GBP 100,000. The Guardian claims that Open Platform, which launched in beta last year, is a first for the newspaper industry. More than 2,000 developers have registered since the launch, creating more than 200 applications and products.