OpenX data puts supply-side targeting at 37% of spend, up from 11% in 2023
· 3h ago · Originally reported by PPC Land
Eight buy-side interviews and three years of US transactions back the vendor's claim. CTV use grew 500%, but how much of it comes from OpenX's own products?
This is the outlet’s own summary while our desk writes an explainer. Read the full story at PPC Land.
Terms in this story
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Go deeper
Related stories
OpenX Introduces PRIVO-Verified CTV Private Deals for Children's Ad Compliance
OpenX has launched private marketplace deals for connected TV inventory that carry PRIVO privacy audits, addressing varying US state laws that define protected minors at different ages. The third-party verification aims to give brands more…
Analyst: HUMAN Needs More Client Wins to Challenge Duopoly in Ad Verification
HUMAN Security faces an uphill battle breaking into the ad verification market currently dominated by DoubleVerify and Integral Ad Science. An industry analyst estimates the two incumbents control about 75% of spend, while OpenX remains…
OpenX Becomes First Platform to Integrate HUMAN Security's Ad Verification Suite
OpenX has become the first ad exchange platform to adopt HUMAN Security's full ad verification suite, bringing reason codes, supply-path analysis, and brand safety agents to exchanges, SSPs, and DSPs. Pricing details and accuracy…
HUMAN Security Launches AI Verification Suite for Platforms, OpenX as First Partner
HUMAN Security has introduced an AI-powered verification suite designed for digital platforms. OpenX, a major programmatic ad exchange, is serving as the launch partner for the new product offering.
Sovrn Taps Former OpenX, Index Exchange Exec Jesse Brooks to Lead Demand Partnerships
Sovrn has hired Jesse Brooks, who previously led buyer development at OpenX and Index Exchange, to head its demand partnerships team. The move brings experienced programmatic leadership to the publisher-focused ad tech company.
OpenX Names John Rogers as Senior VP of Global Publisher Development
OpenX has appointed John Rogers to the role of Senior Vice President of Global Publisher Development. This move signals the company's focus on strengthening relationships with publishers worldwide.