Latest news with #OpenX
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
Business Wire
07-05-2025
- Business
- Business Wire
OpenX Sets Strategic Biddable CTV Partnership With Tubi in the UK
PASADENA, Calif.--(BUSINESS WIRE)--OpenX Technologies, Inc., a leading global omnichannel supply-side platform, today announced a UK-focused partnership with Tubi, Fox Corporation's ad-supported streaming service. Tubi UK's premium inventory will now be available via TV by OpenX, which combines the strengths of both linear and biddable CTV to provide buyers with flexibility, control, and transparency. Tubi UK's premium inventory will now be available via TV by OpenX, which combines the strengths of both linear and biddable CTV to provide buyers with flexibility, control, and transparency. As more people switch to streaming and ad-supported platforms, UK CTV ad spend is projected to surpass £3 billion by 2028, or nearly double the 2023 investment. Biddable CTV is particularly advantageous for independent agencies, opening doors for up-and-coming, high-quality brands previously locked out of TV advertising. With a content library more than 10 times larger than other UK broadcasters, Tubi is especially well positioned to capture the interest of independent agencies in the UK due to its growing and diverse streaming audience. Building on last year's expansion of TV by OpenX to Australia, France, Germany, Italy, Japan, Spain, and the UK, this new partnership with Tubi UK combines the streaming service's sophisticated machine learning that powers personalized content discovery and a low ad load experience with TV by OpenX's transparency, flexibility, and brand safety. TV by OpenX exclusively consists of broadcast-quality, direct inventory — with no resellers, ad networks, fireplace apps, games, or UGC. This transparency ensures buyers can maximize their working media and reduce invalid traffic, leading to a 22% lift in monetized impressions for publishers. 'Tubi UK continues to invest in market-leading sell-side adtech capabilities, and our partnership with OpenX is a perfect match for our UK growth strategy,' says David Salmon, EVP and Managing Director of International at Tubi. 'As consumer behaviours shift rapidly, marketers need to trust that their media investments are reaching the right audiences in the right environments. This collaboration with OpenX's dedicated EMEA team allows us to safely surface our inventory in the biddable ecosystem, unlocking new monetization opportunities and tapping into differentiated demand through TV by OpenX.' Tubi launched in the UK in July 2024 with one of the largest and most diverse content libraries in the market, which now includes more than 30,000 films and TV episodes. Tubi's UK content library pairs some of the most popular Hollywood films with modern British classics, while also offering series from well-known UK TV franchises alongside new areas for discovery. 'With shared values around premium content, privacy, and platform integrity, Tubi and OpenX are setting a new standard for programmatic CTV in the UK,' said Joe Worswick, VP of Sales, EMEA, at OpenX. 'Together, we're giving UK advertisers exactly what they want in CTV: high-quality inventory, precise targeting, and the confidence that comes from transacting on a clean, direct supply path.' 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 130,000 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
