OpenX
Programmatic marketplace insights and adtech innovation
The Next Era of OpenX: The Intelligent SSP
OpenX announced a rebrand as the "Intelligent SSP," emphasizing AI‑driven simplicity and transparency. The company highlights three pillars—quality, performance and adaptability—backed by a cloud‑native platform and a proprietary supply‑side identity graph. By cutting intermediaries and fraud, OpenX aims to deliver higher revenue for publishers and better ROI for advertisers. The move also positions the firm as a defender of journalism and niche content as consumer attention shifts to LLMs.
Activating Attention: How OpenX and TVision Are Turning CTV Engagement Into Real-Time Performance
OpenX introduced OpenX Attention Targeting, a real‑time capability that lets advertisers bid on CTV inventory identified as high‑attention by TVision’s measurement platform. The partnership enables predictive attention data to be applied during the buying process, rather than only in post‑campaign...
