Sydney, Australia – Omnichannel supply-side platform OpenX has recently announced the international expansion of TV by OpenX to Australia, France, Germany, Italy, Japan, Spain, and the United Kingdom.
In parallel, OpenX is enhancing TV by OpenX in the US to deliver future-proofed and differentiated data-driven curation to high-quality biddable CTV.
The global expansion of TV by OpenX marks the first step toward transparent, biddable CTV in Australia, France, Germany, Italy, Japan, Spain, and the United Kingdom, allowing buyers to continue to target viewers as they choose to watch CTV.
This expansion is an important step in the TV by OpenX mission to protect the value of broadcaster and publisher inventory while providing transparency, ease of purchase, and incremental reach for buyers.
While the first phase of TV by OpenX focused on transparency, this next step in OpenX’s evolution of programmatic television buying combines future-proofed data-driven curation with high-quality, transparent, biddable CTV in the US.
As brands and agencies continue to invest in scatter to buy closer to campaign activation, TV by OpenX’s US enhancements empower buyers to leverage the largest independent supply-side graph to target audiences across direct CTV inventory. In this next phase of TV by OpenX, data-driven, contextual, attention, and sustainability offerings power the direct activation of curated audiences at scale.
With TV by OpenX, US buyers can choose from any one of OpenX’s 250+ data partners, including Captify, Samba TV, and TVision, to target an audience via CTV inventory using OpenX’s cross-platform identity graph.
This allows buyers to increase scale and optimise toward their desired campaign outcomes via their preferred DSP. Additionally, TV by OpenX enables political advertisers to reach high-value audiences on direct, premium supply this political cycle by leveraging ACR audiences from Samba TV.
Talking about the expansion, Matt Sattel, SVP of buyer development at OpenX, said, “We’re thrilled to build on the success of TV by OpenX, both in geographical expansion as well as in enhancing the US offering to deliver buyers more data-driven curation options. These innovations, among others, enable us to partner with the most premium CTV publishers and ultimately deliver exceptional results for buyers.”
