The Future of Curation Is AI: Results by OpenX™ Improved Cost Per Acquisition in Ad Campaigns by 11x
Engagement Models, the first capability in OpenX's new AI-powered performance suite, improves mid-funnel marketing performance by automating and optimizing the selection of inventory for deals.
PASADENA, Calif., May 21, 2025--(BUSINESS WIRE)--OpenX Technologies, Inc., one of the world's leading omnichannel supply-side platforms, today announced Results by OpenX™, a suite of approachable AI capabilities that harness deep neural networks to curate the highest-value inventory to deliver against specific advertiser goals.
In 2018, OpenX redefined curation by applying data and identity to deals via the largest independent supply-side identity graph. Today, this proprietary graph and its extensive partnerships power supply-side targeting at scale across high-quality digital media, including CTV, reaching 79% of streaming viewers. With a continued focus on unlocking value for the advertising ecosystem, OpenX has driven progress through strategic co-development with agency and publisher leaders.
OpenX is continuing its innovation in data-driven curation and supply-side targeting with the introduction of approachable AI-powered models, delivering measurable results for advertisers by training advanced machine-learning models to automatically identify and prioritize the best ad opportunities to deliver specific advertiser outcomes. With Engagement Models, the first capability in the Results by OpenX suite, a leading tech brand saw a 23x higher click-through rate and improved their cost per acquisition by 11x.
"AI-powered curation has the potential to help solve core challenges like streamlining operations, improving performance, and driving more efficient ad spend without leveraging personal identifiers," says Ben Hovaness, Chief Media Officer at OMD Worldwide. "Advancements like these are bringing the future forward, driving immediate improvements in bid rates and campaign performance for our clients — without compromising inventory quality."
By analyzing billions of OpenRTB requests, OpenX's data science team built and trained advanced machine-learning models to score requests in real time based on predicted performance. These models send only the requests with a high likelihood of achieving a desired outcome within mid-funnel marketing activity. OpenX leverages its access to the entire universe of ad opportunities and trains models on the most comprehensive data set prior to any traffic shaping or other QPS constraints.
This ensures that the models understand the full universe of opportunities, and only send highly qualified requests from premium inventory to a specific buyer deal, resulting in more efficient and effective ad spend for advertisers and better cost management for DSPs. By sending only highly-qualified requests, Results by OpenX offers publishers improved revenue potential without sacrificing control.
"The curation advancements OpenX is building with its approachable AI solutions are delivering incremental revenue opportunities for future-forward publishers like us," says Shobha Doshi, SVP, Programmatic Strategy and Operations at Raptive. "Solutions that prioritize premium content while driving buyer outcomes are pushing the industry forward and creating a feedback loop of trust."
"We believe that approachable AI is the future of programmatic curation," says Ana Calabrese, VP, Head of Data Science at OpenX. "AI's true value lies in recognizing patterns humans can't. Eventually, all inventory curation will be powered by machine learning. Today, our proprietary models help advertisers improve performance and efficiency by analyzing billions of bid requests and privacy-conscious signals."
Results by OpenX leverages more than 40 ID-free signals in the bidstream, including contextual signals and non-sensitive information about the user and the ad that will be served. This approach is cookieless by design, and results in a curated deal ID that brands and agencies can then activate in their DSP of choice.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world's largest publishers, working with more than 150,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250521979503/en/
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MediaZoey Larsenzoey.larsen@openx.com
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