Singapore – Omnichannel supply-side platform OpenX has announced the launch of ‘ConteX’, an OpenX marketplace within the SSP that aims to empower brands and agencies to activate a variety of both off-the-shelf and custom contextual solutions with efficiency.
ConteX offers buyers contract-free contextual targeting capabilities, enabling advertisers to leverage premium data partners and easily deploy the solutions that work best for their region without going partner-by-partner to strike deals.
The offering also provides buyers the opportunity to contextually target on the supply-side, delivering improved accuracy, promising premium supply and an unprecedented insight into programmatic campaigns.
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.
First is Audigent, a data activation, curation, and identity platform, followed by Captify, a search intelligence platform for the open web. OpenX also employs Permutive for audience platform capabilities powered by publisher first-party data, and Silverpush for an AI-powered contextual advertising platform. Lastly, Sqreem is also used as an AI-powered digital behaviour aggregator.
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.
Commenting on ConteX, Andrew Tu, managing director, APAC at OpenX, said, “This innovation in supply-side curation and targeting provides easily accessible contextual segments, regionally relevant privacy compliance, and increased personalization, 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,” he added.
