OpenX Announces U.S. Expansion and International Expansion of TV by OpenX

OpenX Technologies, Inc., a leading global omnichannel supply-side platform, announced the international expansion of TV by OpenX to Australia, France, Germany, Italy, Japan, Spain and the U.K. At the same time, OpenX is strengthening TV by OpenX in the U.S. to future-proof and deliver differentiated, data-driven, curated content to premium, biddable CTV.

International expansion

The international expansion of TV by OpenX marks the first step towards creating a transparent, biddable CTV marketplace in Australia, France, Germany, Italy, Japan, Spain and the UK, allowing buyers (advertisers, agencies, etc.) to continue to target viewers as they choose to watch CTV with peace of mind.

TV by OpenX consists of only high-quality content and direct inventory from TV networks and other content providers, and does not include resellers, ad networks, gaming, mobile, user-generated content (UGC) or other unintended inventory, enabling buyers to access direct, premium, targetable CTV inventory at scale from global broadcasters and publishers.

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TV by OpenX provides greater transparency and control by providing direct access to inventory and full visibility into impressions through log-level reporting. This enables buyers to confidently deliver premium ad experiences to their targets without extensive manual effort, and publishers to more efficiently monetize their inventory. Since launching in the U.S. in November, TV by OpenX publishers have seen a 22% increase in monetized impressions , proving that buyers are responding to TV by OpenX’s brand-safe, high-quality, biddable environment.

This international expansion marks an important step in TV by OpenX’s mission to protect the value of broadcaster and publisher inventory while providing buyers with greater transparency, ease of buying and expanded reach.

Strengthening in the United States

The first phase of TV by OpenX was focused on transparency, and the next step in OpenX’s evolution in programmatic TV buying is to combine forward-thinking, data-driven curation with high-quality, transparent, biddable CTV in the U.S.

As advertisers and agencies continue to invest in sourcing more and more to activate campaigns, TV by OpenX’s expansion in the U.S. allows buyers to leverage the largest independent supply-side graph to target viewers across CTV inventory directly with OpenX. The next phase of TV by OpenX enables scalable direct audience activation with a data-driven, contextual, attentional and sustainable offering.

With TV by OpenX, U.S. buyers can choose from one of OpenX’s 250+ data partners, including Captify, Samba TV and TVision, to target viewers across CTV inventory using OpenX’s cross-platform identity graph, allowing buyers to optimize at scale to achieve desired campaign outcomes through their preferred DSP. TV by OpenX also enables political advertisers to reach premium, high-value audiences with direct deals during the political cycle by leveraging Samba TV’s ACR audiences.

“We’re excited to see the increased success of TV by OpenX as we expand geographically while strengthening our U.S. offering and providing even more data-driven curation options for buyers,” said Matt Suttel, VP Buyer Development at OpenX . “These innovations enable us to partner with the most premium CTV publishers, which in turn allows us to deliver superior results for buyers.”

“We’re excited to continue our partnership with OpenX as they expand their TV by OpenX initiative to provide buyers with data-driven curation capabilities in the CTV space,” said Doug Cuesta, senior director, client strategy and operations at Captify . “The combination of direct-traded, transparent inventory and the unique ability to match IDs to CTV devices will provide differentiated value to buyers.”

SOURCE: Businesswire