Latest news with #OpenRTB
Yahoo
a day ago
- Business
- Yahoo
IAB Tech Lab Launches the Containerization Project to Enable Next Generation Infrastructure in the Programmatic Supply Chain
New Initiative Calls on Industry to Standardize Containerization Technology in Open RTB for Efficient and Scalable Ad Tech Deployment NEW YORK, June 4, 2025 /PRNewswire/ -- IAB Tech Lab, the global digital advertising technical standards-setting body, announced the launch of its Containerization Project. The initiative addresses emerging challenges in the development and maintenance of programmatic infrastructure. Specialized bid enrichment and evaluation partners, mounting scaling challenges, especially for live events, fragmented systems, and uneven performance, have made the current foundation difficult to evolve. The standardization of Container technology for Open RTB aims to help the industry develop a more scalable, efficient, and sustainable programmatic ecosystem. "After more than a decade of incredible growth, the digital ad ecosystem has pushed the current framework upon which programmatic is built to its limits," said Anthony Katsur, CEO, IAB Tech Lab. "The way ad tech is built today is complex and has the potential to introduce inefficiency at integration points. The Containerization Project is not about incremental change. While Open RTB isn't going anywhere, we are taking a hard look at how programmatic architecture is deployed and the underlying protocols, such as HTTP/1.1, and proposing a more intentional, durable foundation to innovate the next generation of real-time bidding." The Tech Lab Containerization Project Working Group is responsible for leading this effort. The initial scope includes guidance on supported network protocols, instrumentation and metrics, baseline image standards, performance parameters, and security requirements. The initiative introduces guidelines for responsible data handling within containers for specific use cases, such as bid request/response enrichment, curation signaling, and fraud detection workflows. Standardization based on use cases will enable programmatic supply chain participants, such as SSPs and DSPs, to add and swap real-time bidding services partners without compromising efficiency and latency. "This gives engineers a shared technical foundation to build from," said Meera Choudhury, Head of Product at Chalice AI. "By establishing clarity on what is required, we can build in a way that respects those boundaries." "Consistency across teams and partners is key," said Leo Ramirez, Vice President of Engineering at Index Exchange. "The absence of shared technical expectations has been a challenge. This project starts to address that." IAB Tech Lab is calling on companies across the ecosystem — including publishers, platforms, buyers, and technology providers — to participate in the ongoing development of the framework. To learn more about how to contribute to the working group, please visit: LINK. About IAB Technology Laboratory Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at For more information, please visit View original content to download multimedia: SOURCE IAB Tech Lab Sign in to access your portfolio
Associated Press
21-05-2025
- Business
- Associated Press
The Future of Curation Is AI: Results by OpenX™ Improved Cost Per Acquisition in Ad Campaigns by 11x
PASADENA, Calif.--(BUSINESS WIRE)--May 21, 2025-- 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 View source version on CONTACT: Media Zoey Larsen [email protected] KEYWORD: UNITED STATES NORTH AMERICA CALIFORNIA INDUSTRY KEYWORD: DATA MANAGEMENT TECHNOLOGY PUBLISHING MARKETING ADVERTISING COMMUNICATIONS DIGITAL MARKETING SOFTWARE ARTIFICIAL INTELLIGENCE INTERNET MEDIA SOURCE: OpenX Technologies, Inc. Copyright Business Wire 2025. PUB: 05/21/2025 08:05 AM/DISC: 05/21/2025 08:05 AM
Yahoo
21-05-2025
- Business
- Yahoo
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 View source version on Contacts MediaZoey
Korea Herald
19-05-2025
- Business
- Korea Herald
Mobupps Earns Great Place to Work® Certification across Israel, China and India
TEL AVIV, Israel, May 19, 2025 /PRNewswire/ -- Mobupps, a global leader in mobile advertising and ad-tech innovation, has officially been certified as a Great Place to Work® in Israel, China and India. This prestigious recognition is based entirely on employee feedback and reflects Mobupps' ongoing commitment to creating a high-trust, inclusive and people-first workplace culture. Bella Katsir, Mobupps Chief Operating Officer, emphasizes that culture is Mobupps' strongest foundation: "We're more than a workplace — we're a family. Regardless of role or location, every team member has a voice, a path to grow and a place to lead. This certification validates the values we've created across our offices in three countries." With team members from over 15 nationalities, Mobupps thrives on diversity. Inclusive practices, blended with measurable KPIs, open communication and growth opportunities, create a space where people stay, succeed and evolve. Yaron Tomchin, Mobupps Chief Executive Officer, says: "Our edge is our people, but our power is in how we use technology to amplify that talent. Mobupps was founded on innovation and our evolution reflects a relentless focus on scalable infrastructure, real-time intelligence and automation. We're not just following trends in Programmatic, CTV, AI and DMP, we're engineering the frameworks that shape them. None of this is possible without a team that feels trusted, inspired and heard." Mobupps combines its core values of innovation, collaboration and integrity with a robust technology foundation built on three proprietary platforms. MAFO, Mobupps' AI-driven performance engine, automates campaign optimization through real-time data analysis, fraud detection and predictive budget allocation. MobuppsX, the company's demand-side platform, grants advertisers access to exclusive global inventory, leveraging pre-bid fraud filtering, unique RTB pathways and AI-powered audience targeting. On the publisher side, iRTB offers a supply-side suite for precise yield optimization, integrating seamlessly with OpenRTB and Prebid while enabling geo-based revenue controls and deep analytics across inventory, latency and bid performance. Mobupps is a global frontrunner in mobile advertising and technology solutions. With a legacy spanning over 16 years, Mobupps is a trusted name in the industry, tailoring marketing campaigns to the unique needs of businesses and offering solutions that integrate seamlessly across various industries and platforms. By leveraging our extensive network and in-house technologies, marketers can enhance user engagement, optimize campaigns and achieve measurable growth.
Malaysian Reserve
19-05-2025
- Business
- Malaysian Reserve
Mobupps Earns Great Place to Work® Certification across Israel, China and India
TEL AVIV, Israel, May 19, 2025 /PRNewswire/ — Mobupps, a global leader in mobile advertising and ad-tech innovation, has officially been certified as a Great Place to Work® in Israel, China and India. This prestigious recognition is based entirely on employee feedback and reflects Mobupps' ongoing commitment to creating a high-trust, inclusive and people-first workplace culture. Bella Katsir, Mobupps Chief Operating Officer, emphasizes that culture is Mobupps' strongest foundation: 'We're more than a workplace — we're a family. Regardless of role or location, every team member has a voice, a path to grow and a place to lead. This certification validates the values we've created across our offices in three countries.' With team members from over 15 nationalities, Mobupps thrives on diversity. Inclusive practices, blended with measurable KPIs, open communication and growth opportunities, create a space where people stay, succeed and evolve. Yaron Tomchin, Mobupps Chief Executive Officer, says: 'Our edge is our people, but our power is in how we use technology to amplify that talent. Mobupps was founded on innovation and our evolution reflects a relentless focus on scalable infrastructure, real-time intelligence and automation. We're not just following trends in Programmatic, CTV, AI and DMP, we're engineering the frameworks that shape them. None of this is possible without a team that feels trusted, inspired and heard.' Mobupps combines its core values of innovation, collaboration and integrity with a robust technology foundation built on three proprietary platforms. MAFO, Mobupps' AI-driven performance engine, automates campaign optimization through real-time data analysis, fraud detection and predictive budget allocation. MobuppsX, the company's demand-side platform, grants advertisers access to exclusive global inventory, leveraging pre-bid fraud filtering, unique RTB pathways and AI-powered audience targeting. On the publisher side, iRTB offers a supply-side suite for precise yield optimization, integrating seamlessly with OpenRTB and Prebid while enabling geo-based revenue controls and deep analytics across inventory, latency and bid performance. About Mobupps Mobupps is a global frontrunner in mobile advertising and technology solutions. With a legacy spanning over 16 years, Mobupps is a trusted name in the industry, tailoring marketing campaigns to the unique needs of businesses and offering solutions that integrate seamlessly across various industries and platforms. By leveraging our extensive network and in-house technologies, marketers can enhance user engagement, optimize campaigns and achieve measurable growth. Learn more at or contact marketing@ Photo: View original content:
