OpenX launches innovative marketplace to maximise marketing spend

OpenX Technologies has announced the launch of ConteX, an OpenX marketplace within the SSP that empowers brands and agencies to activate a variety of both off-the-shelf and custom premium contextual solutions without complicated contracts and long wait times.

As targeted media-buying evolves in response to third-party cookie deprecation, 54% of marketers plan to increase the use of contextual data in their campaigns. This means buyers are increasingly looking for regionally compliant targeting solutions that deliver on accuracy and quality without having to strike individual deals with a variety of data partners, OpenX states.

In response, ConteX offers buyers contract-free contextual targeting capabilities, enabling them to activate premium data partners directly within the SSP, with pre-negotiated terms. This enables advertisers to easily deploy the solutions that work best for their region without going partner-by-partner to strike deals.

This new solution also offers buyers the opportunity to contextually target on the supply-side, delivering improved accuracy, more premium supply, and unprecedented insight into programmatic campaigns. ConteX signals another step forward for OpenX in its ongoing commitment to building tools that prioritise both innovation and quality.

Each ConteX premium data partner uses a different, proprietary methodology to enable buyers to reach highly targeted audiences in any environment without leveraging cookies or authenticated IDs:

Audigent, a data activation, curation, and identity platform Captify, a search intelligence platform for the open web Permutive, an audience platform powered by publisher first-party data Silverpush, a hyper-contextual advertising platform powered by AI Sqreem, a digital behavior aggregator where AI merges deep insights and media targeting

Contextual targeting has become increasingly intelligent and effective, with ConteX's data partners going beyond on-page content: Rather than targeting cooking enthusiasts via cooking content, they build models to predict audience behavior and target cooking enthusiasts in any vertical or type of premium content they're engaging with, the company states.

To activate these segments, OpenX works directly with the data partner to set up the audience and share a data-driven deal ID with the buyer, who then activates the deal ID within their DSP of choice.

Andrew Tu, Managing Director, APAC at OpenX, says, "This innovation in supply-side curation and targeting provides easily accessible contextual segments, regionally relevant privacy compliance, and increased personalisation, leading to higher return on ad spend. As a leader in targeting globally, OpenX's strategic size allows both scale and a focus on premium inventory by building innovative tools such as ConteX."

OpenX is a sell-side platform that is an expert in advertising technology, and is helping to create a world where the open web thrives. The company powers advertising on web, mobile, and connected TV formats, enabling marketers to reach their target audience across OpenX's global network of publishers.

OpenX works with more than 130,000 premium publishers and receives more than 300 billion ad requests every day. OpenX has been certified as a CarbonNeutral company and in January of 2023, announced that it was the first company in the advertising, technology, and media sectors to achieve independent validation for having fulfilled their net-zero targets.