TV by OpenX goes international
June 4, 2024
OpenX Technologies, the omnichannel supply-side platform, has announced the international expansion of TV by OpenX to Australia, France, Germany, Italy, Japan, Spain and the UK. In parallel, OpenX is enhancing TV by OpenX in the US to deliver future-proofed and differentiated data-driven curation to high-quality biddable CTV.
TV by OpenX exclusively consists of broadcast-quality and direct inventory, meaning there are no resellers, ad networks, fireplace apps, games, mobile, UGC, or other unintentional inventory included in the supply. This makes direct, premium, and targetable CTV inventory from global broadcasters and publishers available to buyers at scale.
By providing access to direct-sourced inventory, OpenX says that TV by OpenX improves transparency and control, while log-level reporting delivers complete visibility into impressions. This ensures that buyers can deliver premium advertising experiences without extensive manual work and that publishers monetise their inventory more efficiently. Since its US launch in November 2023, TV by OpenX publishers have seen a 22 per cent increase in monetized impressions, proof that buyers are responding to the brand-safe, high-quality biddable environment of TV by OpenX.
US Enhancements
While the first phase of TV by OpenX focused on transparency, this next step in OpenX’s evolution of programmatic television buying combines future-proofed data-driven curation with transparent, biddable CTV in the US.
As brands and agencies continue to invest in scatter to buy closer to campaign activation, TV by OpenX’s US enhancements empower buyers to leverage the largest independent supply-side graph to target audiences across direct CTV inventory. In this next phase of TV by OpenX, data-driven, contextual, attention, and sustainability offerings power the direct activation of curated audiences at scale.
With TV by OpenX, US buyers can choose from any one of OpenX’s 250+ data partners, including Captify, Samba TV and TVision, to target an audience via CTV inventory using OpenX’s cross-platform identity graph. This allows buyers to increase scale and optimise toward their desired campaign outcomes via their preferred DSP. Additionally, TV by OpenX enables political advertisers to reach high-value audiences on direct, premium supply this political cycle by leveraging ACR audiences from Samba TV.
“We’re thrilled to build on the success of TV by OpenX, both in geographical expansion as well as in enhancing the US offering to deliver buyers more data-driven curation options,” said Matt Sattel, SVP of buyer development at OpenX. ”These innovations, among others, enable us to partner with the most premium CTV publishers and ultimately deliver exceptional results for buyers.”
“We’re excited to continue our partnership with OpenX as it expands its TV by OpenX initiative to deliver buyers data-driven curation capabilities within CTV,” added Doug Cuesta, senior director, client strategy and operations at Captify. “The combination of direct, transparent inventory and the unique ability to match IDs to CTV devices provides differentiated value to buyers.”