Latest Product Updates and Feature Enhancements on OpenX AdExchange
Pinterest-Owned tvScientific Gets Closer To The Bidstream With OpenXs New API Suite
OpenX has launched a new API suite, including the Auction Insights API, Identity Resolution API, and Real-Time Bidstream API, enhancing programmatic advertising capabilities. Pinterest-owned tvScient...ific is piloting the Real-Time Bidstream API, integrating its AI models into OpenX's infrastructure for improved ad buying efficiency and bid accuracy.
OpenX and TVision Launch First Supply-Side Attention Targeting Solution for CTV, Enabling Real-Time Activation on High-Engagement Inventory
OpenX and TVision have launched a supply-side attention targeting solution for CTV, enabling real-time activation on high-engagement inventory. This integration allows advertisers to target high-atte...ntion CTV inventory using predictive attention scores, enhancing campaign impact with real-time optimization. The solution leverages TVision's viewer engagement data and OpenX's bidstream signals for precise targeting, offering advertisers improved performance and transparency.
Future of TV Briefing: OpenX adds attention targeting for CTV ads backed by TVision
OpenX introduces a new attention targeting option for connected TV ads, leveraging TVision's data. This feature, available through OpenXSelect, aims to enhance ad effectiveness by reaching audiences ...more likely to engage with TV content.
OpenX and TVision bring real-time attention targeting to CTV buyers
OpenX and TVision have launched OpenX Attention Targeting, a pre-bid targeting capability for connected television (CTV) advertising. This integration, available through OpenXSelect, uses TVision's p...redictive attention models and OpenX's real-time bidstream signals to enable advertisers to target high-attention CTV inventory before bidding. It marks a significant advancement in real-time CTV performance optimization, addressing challenges in measuring and acting upon impression-level engagement.
OpenX & TVision Debut Real-Time Attention Targeting
OpenX and TVision have launched OpenX Attention Targeting, a supply-side solution for connected TV (CTV) ad campaigns. This integration uses TVision's attention measurement data with OpenX's bidstrea...m signals to enhance pre-bid targeting, optimizing ad placements based on viewer engagement. This innovation aims to improve brand recall and message retention by targeting high-attention inventory, addressing challenges in traditional CTV buying.
OpenX & TVision Debut Attention Targeting for CTV
OpenX and TVision have launched OpenX Attention Targeting, a real-time solution for connected TV (CTV) advertising. This collaboration allows advertisers to target high-attention CTV inventory using ...predictive attention signals. The solution, available through OpenXSelect, enhances campaign performance by integrating viewer engagement data with real-time bid stream insights, enabling precise targeting and improved audience reach.
OpenX launches Attention Targeting with TVision
OpenX has launched Attention Targeting in collaboration with TVision, enhancing advertisers' ability to target high-attention CTV inventory in real time. This new feature, available via OpenXSelect, ...leverages TVision's attention measurement data and OpenX's bidstream signals to optimize campaign performance based on viewer engagement. This integration allows advertisers to use predictive attention scores for precise targeting, improving CTV campaign outcomes.
OpenX and TVision Launch First Supply-Side Attention Targeting Solution ...
OpenX and TVision have launched the first supply-side attention targeting solution for connected TV (CTV). This integration allows advertisers to target high-attention CTV inventory in real time, enh...ancing brand recall and message retention. The solution leverages TVision's attention measurement data and OpenX's real-time bidstream signals to optimize campaign performance, offering advertisers precise targeting capabilities.
OpenX Unveils OpenXBuild: A New Software Suite for Building Better Advertising Solutions | OpenX
OpenX has launched OpenXBuild, a new software suite designed to enhance advertising performance and efficiency. This suite offers APIs like Auction Insights, Identity Resolution, and Real-Time Bidstr...eam, enabling advertisers to leverage first-party data for real-time decision-making. OpenXBuild promises a 70% improvement in cost per conversion by optimizing bidding strategies and reducing operational overhead. It supports scalable, privacy-first data processing across multiple channels, addressing key challenges for brands and agencies.
OpenX Unveils OpenXBuild: A New Software Suite for Building Better ...
OpenX has launched OpenXBuild, a new software suite designed to enhance advertising performance by providing real-time control over ad performance, reach, and insights. This suite offers APIs for auc...tion insights, identity resolution, and real-time bidstream integration, enabling advertisers to optimize bidding strategies and reduce costs. OpenXBuild supports low-latency, privacy-first data processing across multiple channels, addressing the need for efficient and secure data use in advertising.
OpenX Unlocks the Power of Video in LATAM with Curated CTV and Premium Video Packages | OpenX
OpenX has launched a new video-focused offering for the Latin American digital advertising market, enabling advertisers to run high-performing campaigns across CTV, OTT, and OLV. This curated suite l...everages LATAM's strong video culture, offering precision and scale through partnerships with premium publishers like CanelaTV and Xumo. The offering aims to enhance brand awareness and customer acquisition by tapping into the region's growing video ecosystem.
OpenX Becomes First Platform To Offer Agencies Automated Discounts From Curation and Data Partners | OpenX
OpenX has launched a new feature within OpenXSelectTM that allows agencies to receive automated discounts from over 80 curation and tech partners. This innovation aims to optimize media budgets and e...nhance transparency and performance for brands and agencies. The feature facilitates seamless activation of discounts across programmatic channels, offering flexibility and improved media outcomes.
OpenX Technologies , Inc .: OpenX Announces OpenXSelect , an Advanced Supply - Side Targeting and Curation Platform for Brands and Agencies
OpenX has launched OpenXSelect, a new supply-side targeting and curation platform for brands and agencies. This platform reduces deal setup time by 50% and doubles reach across various channels. It o...ffers advanced targeting capabilities, enhanced inventory controls, and improved performance optimization, leveraging OpenX's proprietary identity graph. OpenXSelect aims to streamline operations and enhance media buying efficiency.
OpenX Announces OpenXSelect, an Advanced Supply-Side Targeting and Curation Platform for Brands and Agencies - Business Wire
OpenX has launched OpenXSelect, a new supply-side targeting and curation platform designed for brands and agencies. This platform reduces deal setup time by 50% and doubles reach across various chann...els. It offers enhanced inventory control, advanced audience targeting, and improved performance through AI-powered solutions. OpenXSelect aims to streamline operations and optimize ad spend, providing transparency and control for advertisers.
Strategic Partnerships and Integrations of OpenX AdExchange
OpenX and News Australia Expand Tubi CTV Inventory Access
OpenX has expanded its partnership with News Australia to enhance access to Tubi's premium connected TV (CTV) inventory for programmatic buyers in Australia. This collaboration leverages OpenX's adva...nced biddable CTV platform to provide advertisers with improved transparency, brand safety, and control. The partnership aims to meet the growing demand for premium programmatic CTV solutions as streaming and ad-supported platforms gain popularity in Australia.
OpenX and News Australia Expand Programmatic Access to Tubi's Premium ...
OpenX has expanded its collaboration with News Australia to bring Tubi's premium CTV inventory to Australian programmatic buyers. This partnership leverages OpenX's biddable CTV platform to enhance t...ransparency, brand safety, and access to Tubi's streaming audience. The collaboration aims to meet the growing advertiser demand for premium programmatic CTV in Australia.
OpenX and Attains In-Flight Sales Optimization Solution Delivers 14% Conversion Rate for McDonalds
OpenX and Attain have launched a new supply-side in-flight sales optimization solution, achieving a 14.32% conversion rate for McDonald's. The partnership leverages OpenXSelect and Attain's real-time... purchase data to provide advertisers with outcome-based metrics like ROAS and sales lift. This integration enhances McDonald's performance with a 2.69% increase in new customer acquisition and a 1.29% sales lift, showcasing the value of strategic media curation and real-time optimization.
OpenX Powers Political Reach With Preferred Access to Quality, Direct ...
OpenX has partnered with Givsly to enhance political advertising for the 2026 midterm elections. This collaboration offers political campaigns ZIP-code-level targeting with access to premium, values-...based voter segments. The partnership integrates Givsly's privacy-conscious data, enabling campaigns to reach high-value audiences effectively. OpenX's solution addresses challenges in political advertising by providing curated, brand-safe inventory and rapid campaign activation.
Data, Tech Integration Drives Programmatic Outcomes In McDonald's Campaign | OpenX
OpenX and Attain have partnered to enhance McDonald's programmatic advertising campaign. This collaboration integrates Attain's live purchase data with OpenX's identity graph, allowing advertisers to... measure real-time sales lift, incremental ROAS, and new customer acquisition. The partnership aims to simplify programmatic buying and deliver measurable, privacy-safe results across various digital environments.
OpenX and Polk Launch Auto Campaign Measurement | OpenX
OpenX and Polk have integrated S&P Global Mobilitys Polk Automotive Solutions into OpenXSelect, enhancing precision targeting and closed-loop attribution for buyers across CTV, display, and out-of-ho...me channels. This collaboration leverages Polk's predictive audiences and OpenX's identity graph for improved campaign measurement.
OpenX Integrates S&P Global Mobility's Polk Automotive Solutions to ...
OpenX has integrated S&P Global Mobility's Polk Automotive Solutions to enhance closed-loop measurement for auto marketers. This integration allows for precise audience targeting and real-time attrib...ution tied to vehicle transactions, leveraging Polk's extensive automotive data. The collaboration aims to optimize campaign performance across various media channels, offering significant value to advertisers.
OpenX Integrates S&P Global Mobilitys Polk Automotive Solutions
OpenX has integrated S&P Global Mobilitys Polk Automotive Solutions into its supply-side platform. This integration enhances OpenX's targeting and measurement capabilities, allowing auto marketers to... optimize campaigns with real-time attribution linked to vehicle transactions. The collaboration combines Polks predictive audiences and OpenXs identity graph, offering superior targeting accuracy and campaign results across various media channels.
OpenX Sets Strategic Biddable CTV Partnership With Tubi in the UK
OpenX Technologies has partnered with Tubi to make Tubi UK's premium ad-supported streaming inventory available through OpenXs biddable CTV platform. This collaboration aims to enhance transparency a...nd control for buyers of connected TV advertising in the UK, leveraging OpenXs technology to support flexible and efficient CTV campaigns.
Leadership and Executive Team Updates at OpenX AdExchange
John Gentry, OpenX CEO and Adtech Pioneer, Dies After Battle With Cancer
John Gentry, CEO of OpenX, passed away after battling cancer. He was known for his leadership in the adtech industry, emphasizing ethical business practices and strong leadership. His contributions a...nd values left a lasting impact on OpenX and its employees.
OpenX Expands Leadership Team To Simplify Programmatic and Make Media Work Better for Buyers and Publishers
OpenX has expanded its leadership team by appointing five senior executives to accelerate the growth of OpenXSelect, its next-generation curation and supply-side targeting platform. The new leaders w...ill focus on product development, marketing, communications, and operations to simplify programmatic advertising and enhance media performance for buyers and publishers.
OpenX Strengthens EMEA Leadership with Appointment of Natalie Fisher-Brown
OpenX has appointed Natalie Fisher-Brown as Regional Vice President, EMEA Buyer Development. She will lead buy-side sales and account management across EMEA, focusing on strategic partnerships and gr...owth. Fisher-Brown's extensive experience in media and advertising will support OpenX's market expansion and innovation efforts in the region.
OpenX Appoints Natalie Fisher-Brown to Lead EMEA
OpenX has appointed Natalie Fisher-Brown as Regional Vice President, EMEA Buyer Development. She will lead buy-side sales and account management across EMEA, focusing on strategic market growth and p...artner collaborations. This move aligns with OpenX's investment in market expansion and strengthening regional leadership to drive innovation and growth.
OpenX Strengthens EMEA Leadership with Appointment of Natalie Fisher-Brown
OpenX has appointed Natalie Fisher-Brown as Regional Vice President, EMEA Buyer Development. She will lead buy-side sales and account management across EMEA, focusing on strategic market growth and p...artner collaborations. Fisher-Brown brings over 20 years of experience in media and adtech, previously holding senior roles at Criteo, Yahoo, and Verizon.
OpenX Appoints Matt Sattel to Chief Executive Officer | OpenX
OpenX has appointed Matt Sattel as the new Chief Executive Officer following the passing of former CEO John Gentry. Sattel, previously the President of OpenX, is recognized for his strategic acumen a...nd market knowledge, positioning him to lead OpenX's next growth phase. The company continues to focus on delivering best-in-class technology and maintaining its leadership in supply-side platform innovation.
OpenX Appoints Matt Sattel to Chief Executive Officer - Business Wire
OpenX has promoted three leaders to enhance its strategy, marketplace quality, and product offerings. Andrew Goode becomes Senior Vice President of Strategy, Chris Hallenbeck is now Vice President of... Marketplace Quality, and Rich Calkins has been promoted to Vice President of Product. These appointments aim to strengthen OpenX's supply-side platform by leveraging AI and improving programmatic advertising performance.
OpenX Elevates Key Leaders Across Strategy, Marketplace Quality, and Product to Build the Industrys Most Intelligent SSP | OpenX
OpenX has promoted Andrew Goode to Senior Vice President of Strategy, Chris Hallenbeck to Vice President of Marketplace Quality, and Rich Calkins to Vice President of Product. These leadership change...s aim to enhance OpenX's supply-side platform by leveraging AI and improving programmatic advertising quality and performance. The appointments reflect OpenX's commitment to innovation and industry standards.
OpenX Elevates Key Leaders Across Strategy, Marketplace Quality, and Product to Build the Industrys Most Intelligent SSP - Business Wire
OpenX Technologies, Inc. has expanded its leadership team by appointing five senior executives to enhance its programmatic advertising capabilities. This strategic move aims to accelerate the growth ...of OpenXSelect, focusing on simplifying programmatic processes and improving media performance for buyers and publishers. The new leaders will drive product development, marketing, communications, and operational strategies to support OpenX's mission of delivering high-quality inventory and innovative data solutions.
OpenX Fuels Continued Commercial Growth With Expanded Leadership Across Buyer Development and Marketing | OpenX
OpenX announced the promotions of Stacy Bohrer to SVP of Buyer Development and Amanda Forrester to SVP of Marketing and Communications. These leadership changes aim to enhance OpenX's commercial grow...th and partner-centric innovation. The company plans to expand its commercial team by over 20% in 2025, focusing on international markets to better serve brands and agencies.
OpenX APAC MD Mitchell Greenway Appointed Chair of the IAB Executive Technology Council
Mitchell Greenway, managing director APAC at OpenX, has been appointed as the Chair of the IAB Executive Technology Council. Greenway will also serve on the IAB Australia board, succeeding Nicole Pri...or. With extensive experience in digital advertising, Greenway aims to advance technical standards and foster collaboration across the industry, focusing on areas like CTV, privacy, and AI.
Awards, Recognitions, and Industry Achievements of OpenX AdExchange
OpenX Earns Built In Best Places to Work Recognition for Third Straight Year
OpenX has been recognized by Built In as one of the Best Places to Work for the third consecutive year, highlighting its commitment to a people-first, remote-friendly workplace. The company received ...honors in multiple categories across New York, Los Angeles, and Chicago. OpenX's culture emphasizes flexibility, wellbeing, and inclusion, supporting employees with generous benefits and a remote-first work model.
Finalist: AdExchanger Awards | OpenX
OpenXSelect, in collaboration with Attain and OMD, has been named a finalist for the Best Overall Use of Programmatic in a Marketing Campaign at the 2025 AdExchanger Awards. The campaign achieved sig...nificant results in conversion rate, total sales, and ROAS by integrating Attain's measurement tools with OMD's media strategy.
Finalist: Digiday Awards | OpenX
OpenX has been named a finalist in the 2025 Digiday Awards for its OpenXSelect platform, recognized in the Most Innovative Technology Platform category.
Corporate News and Organizational Updates on OpenX AdExchange
OpenX Repositions as The Intelligent SSP to Simplify Advertising
OpenX has rebranded as "The Intelligent SSP" to simplify digital advertising. The company introduced a new logo and product architecture, including OpenXSelect, OpenXBuild, OpenXControl, and OpenXExc...hange, to enhance quality, performance, and adaptability. This rebranding aims to address advertising complexity by providing clearer, AI-powered solutions for advertisers and publishers.
The Next Era of OpenX: The Intelligent SSP
OpenX is rebranding as "The Intelligent SSP," emphasizing quality, performance, and adaptability in digital advertising. The company maintains its name while aligning its values with technology, focu...sing on transparency and efficiency. OpenX aims to simplify adtech by reducing complexity and enhancing media quality across all formats, including CTV, mobile apps, and DOOH.
OpenX Launches in Mexico to Accelerate Programmatic Access to Premium Media for Brands and Agencies | OpenX
OpenX has launched operations in Mexico, marking the start of its expansion in Latin America. Michelle Feerman, appointed as Senior Sales Director, will lead the strategy to connect brands and agenci...es with OpenXs premium inventory. This move aims to meet the growing demand for transparent and efficient programmatic solutions in the region.