New York, United States — OpenX Technologies has introduced OpenXBuild, a new software suite aimed at giving advertisers greater real-time control over how programmatic media performs.
As brands and agencies push to cut waste, it reduces latency and brings decision-making closer to supply.
Set against growing dissatisfaction with slow, costly data collaboration tools, OpenXBuild allows buyers to use APIs independently or in combination to apply first-party data and proprietary logic before the auction takes place.
The approach shifts optimisation upstream, enabling advertisers to bid more selectively on impressions that matter, rather than relying on post-bid corrections that drain efficiency.
Built on OpenX’s direct-to-publisher infrastructure and fraud-free supply, the suite is designed to support AI-driven curation and decisioning while keeping more media spend working.
By evaluating impressions nearer to source, advertisers can improve outcomes across CTV, mobile, desktop and app environments, while reducing operational friction and adtech tax.
The software includes APIs for auction insights, identity resolution and real-time bidstream decisioning, offering buyers clearer visibility into supply signals, cross-channel audience activation and the ability to run custom models within the exchange before bids reach a DSP.
The result is a more transparent, responsive layer of control in an ecosystem often criticised for opacity.
CTV performance advertising platform tvScientific has adopted the Real-Time Bidstream API to optimise programmatic campaigns across premium streaming inventory.
“With OpenXBuild, we can apply our audience enrichment and bidding algorithms directly inside the exchange. This low-latency integration unlocks optimization techniques that aren’t possible in a traditional DSP setup,” said Teddy Jawde, SVP, product management at tvScientific.
Jawde added, “By evaluating impressions closer to supply and bidding more selectively, advertisers have seen a 70% reduction in cost-per-conversion on OpenX traffic compared to unshaped SSP inventory.”
OpenXBuild also supports scalable, privacy-first data processing, allowing buyers to activate data in the cloud without complex integrations or manual workflows.
“With OpenXBuild, we’re addressing a growing demand for brands and agencies to differentiate their advertising solutions by cost-effectively combining their data with trusted supply, all without the traditional costs and latency,” said Joel Meyer, CTO at OpenX.
Meyer emphasised, “OpenXBuild addresses these key buyer challenges, empowering partners to enrich and act on audience and auction data instantly within a secure environment that’s already connected to ad supply.”
