OpenX and TVision Launch Real-Time Attention Targeting for High-Engagement CTV Advertising

OpenX has announced a new capability called OpenX Attention Targeting, which is intended to allow advertisers to better identify and activate high-attention connected TV inventory in real-time. The new solution is a result of a collaboration between OpenX and TVision, marking one of the first-ever supply-side attention targeting solutions available within the market. The solution is now only available through OpenXSelect.

The launch is intended to allow advertisers to reach highly engaged connected TV audiences by incorporating predictive attention signals directly into pre-bid targeting. By enabling advertisers to leverage attention insights as optimization signals, it can help maximize the potential of their connected TV campaigns.

Addressing Growing Demand for CTV Transparency and Performance

Connected TV advertising is expanding: the industry is forecasting an almost 14% growth in CTV ad spending this year. More and more advertisers expect more transparency and a higher level of measurable engagement from their campaigns. TV by OpenX, introduced in 2023, set the quality standards through 100% glass-on-wall supply and direct publisher relationships; however, engagement at the impression level has been a challenge to measure widely in the fragmented CTV ecosystem.

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OpenX Attention Targeting, the new feature, intends to address this issue – it gives advertisers the opportunity to base their campaign activation on predictive attention scores in real time. Marketers are no longer limited to the use of post-campaign analytics; they can fine-tune their targeting even before a bid is made – placing ads in environments where viewers are most likely to pay attention.

Combining Viewer Data with Real-Time Signals

The data used in the solution come from TVision’s passive, in-home measurement panel that records person-level viewing behavior and engagement signals. These insights are at the core of attention models driven by actual viewer behavior.

OpenX combines these models with real-time bid stream data, which includes time of day, type of device, and duration of viewing as signals, to allow for precise targeting throughout its CTV supply ecosystem. Through OpenX Select, advertisers can enable attention-based targeting across curated deals regardless of whether they are launching campaigns via self-serve programmatic workflows or through managed service solutions.

Key Benefits for Advertisers

With OpenX Attention Targeting, brands and agencies gain several advantages designed to improve campaign performance and audience reach:

• Access to high-attention audiences: Reach highly engaged viewers across more than 231 million monthly unique users through OpenX’s identity graph.
• Layered targeting capabilities: Combine attention signals with audience, contextual, and content targeting without additional setup.
• Enhanced programmatic deal curation: Build private marketplace (PMP) deals that complement direct publisher buys with high-attention inventory across multiple CTV publishers.

Turning Attention Metrics into Actionable Campaign Signals

Industry leaders believe the new capability represents a major shift in how attention data can be applied within programmatic advertising.

“The next evolution of attention metrics is from pre- and post-campaign to real-time optimization,” said Hassan Babajane, CRO at TVision. “This partnership allows buyers to use attention metrics to shape campaign performance. We’re proud to bring the most actionable use of attention data yet to the programmatic ecosystem alongside OpenX.”

Erika Loberg, Global Head of CTV at OpenX, emphasized how the new solution addresses growing demand from advertisers for measurable engagement in connected TV environments.

“OpenX Attention Targeting gives brands what they’ve been asking for: real-time CTV performance optimization based on true viewer engagement,” said Erika Loberg, Global Head of CTV at OpenX. “For the first time, advertisers can activate attention as a targeting parameter at scale, in real time, and directly influence outcomes before the bid.”

By integrating predictive attention measurement directly into the programmatic buying process, OpenX and TVision are positioning attention-based targeting as a key driver of the next phase of CTV advertising innovation.