California ā OpenX, an omnichannel supply-side platform, has promoted Tyler Romasco to senior vice president of global publisher development as part of the companyās strategy to strengthen global publisher relationships.
With experience in scaling publisher partnerships, Romasco will focus on driving OpenXās publisher growth across North America, Latin America, Europe, the Middle East, Africa, and the Asia-Pacific in his new role. He will be working with publishers for business development, operations, and account management for revenue growth.
Romasco formerly held the position of vice president of US publisher development before the appointment. Having joined the company in 2019, he first served as senior director of business development, contributing to OpenXās expansion of offerings in web, app, and CTV.
Before joining Open X, Romasco served as head of strategic partnerships at Sizmek, managing sales and business strategy teams. He also held leadership roles at Rocket Fuel and Pandora.
As he joins the executive team, Romasco will report to John Gentry, chief executive officer of OpenX.
āPublishers are at the core of everything that we do. As our industry experiences significant changes on the identity, CTV, AI, and consumer privacy fronts, Iām looking forward to ensuring OpenX is a trusted advisor when it comes to monetization, data, identity, and privacy-first solutions that drive business outcomes,ā Romasco said.
āIām so proud of OpenXās incredibly smart and talented teams across the globe who are working relentlessly to solve the most pressing customer challenges and deliver superior results for our partners, including in biddable CTV, where TV by OpenX has increased publishersā monetized impressions by 22%,ā he added.
āNot only is Tyler known for being innovative and solution-oriented, but he has also been instrumental in our CTV expansion, pushing the industry to better leverage biddable CTV solutions and generating considerable incremental revenue for streaming platforms and broadcasters as a result. Tylerās strength as a people leader, the relationships and respect heās built in the industry, and his role as a key partner to our buyer development organization will be invaluable as OpenX continues to expand its global publisher footprint,ā Gentry commented.
Australia ā OpenX Technologies, Inc. has appointed Emma Gronow as its new buyer development director for the ANZ, bringing her extensive experience in digital, mobile, and TV to strengthen OpenXās programmatic and data-driven solutions across the region.
Gronow joins OpenX from Little Dot Studios and will collaborate closely with the companyās brand advertisers and agency partners to showcase OpenXās programmatic and data-driven solutions, including its advanced TV by OpenX offering.
She will report directly to Clay Gill, who also recently joined OpenX from IPG.
Speaking on the appointment, Mitch Greenway, managing director for APAC at OpenX, said, āEmmaās expertise across CTV and digital experience is a welcome addition to the OpenX ANZ team. Her appointment reinforces our commitment to expanding TV by OpenX in the region, and we look forward to her support in strengthening partnerships and driving growth across ANZ.ā
Sydney, Australia ā OpenX Technologies, a digital advertising services provider has appointed Clay Gill as regional vice president of buyer development in the Asia-Pacific (APAC) region.
As the leader of the regionās buyer development team, Gill is tasked to oversee campaign performance and empower other agencies and brands. The role also requires him to focus on the specific needs of APAC buyers while delivering solutions.
Throughout his 25 years of digital advertising experience, Gill has held senior roles in various companies. Prior to his post at OpenX, Gill worked at IPG Mediabrands as chief data and technology officer. He also served as the chief executive officer of Kinesso Australia and general manager of Australia and New Zealand at The Trade Desk.
āOpenX is at the forefront of innovation and growth, solving some of the most pressing challenges in programmatic buying, from delivering superior results through curation to providing unified, transparent reporting. Iām looking forward to collaborating with this talented team to deliver solutions that drive success for our clients and partners,ā Gill said.
Mitchell Greenway, OpenX managing director in APAC, commented, āClayās vast experience and deep understanding of the digital ecosystem will be invaluable as we continue to expand our presence in APAC. His leadership in programmatic and data-driven solutions, combined with his passion for innovation, make him the perfect fit to drive our mission of empowering buyers with more control, transparency, and precision in their programmatic strategies.ā
OpenX connects publishers to advertisers through its advertising exchange platform. It enables publishers to sell their inventories to publishers, empowering the digital advertising industry. Ā
Sydney, Australia ā 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 OpenXās 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 OpenXās 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 OpenXās 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, āWeāre 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.ā
Australia ā OpenX, a global omnichannel supply-side platform, has promoted Mitchell Greenway to managing director, APAC. In his new job, Greenway will oversee OpenX’s operations in Australia, India, Japan, New Zealand, and Southeast Asia.
Greenway will directly report to John Gentry, CEO of OpenX Technologies.
In his new position, Greenway will be in charge of growing OpenX’s footprint in the area. Using his CTV experience in the position, he will also concentrate on enhancing OpenX’s CTV footprint in the market. Greenway will also be a part of OpenX’s CTV steering group.
Greenway was the first person hired by OpenX in the Australia/New Zealand area in 2019. He led the charge in forming the local team throughout his term, which improved publisher access to demand in the area. After that, Greenway spent two years developing OpenX’s CTV supply network and go-to-market plan in North America. He refined his technological skills and streaming leadership throughout this time.
Greenway has worked in digital media and programmatic advertising for 13 years, mostly on the supply side or directly with publishers. Greenway worked in executive roles before joining OpenX, such as managing the programmatic and audience team at Bauer Media and heading the relationship team at Yahoo.
Greenway takes over the role following the retirement of his predecessor, Andrew Tu, who has over 30 years of experience in digital and programmatic advertising.
Speaking about his appointment, Greenway expressed, āIām excited to not only be returning home to Sydney with my family but to be working once again with colleagues and clients in the region, with an enhanced global focus on our CTV footprint and capabilities. The thing that I am most looking forward to, however, is having the opportunity to lead all of the unique regions within APAC ā each market has its own needs, and therefore opportunities, from a cultural, content, and overall programmatic standpoint.ā
Meanwhile, Gentry said, āIām excited to see Mitch expand his role and leverage his extensive programmatic and CTV knowledge to build on the strong foundation in the APAC region that Andrew and his team built. Mitchās ability to connect at local levels across the region makes him the ideal leader to continue to build on our legacy in APAC, and Iām looking forward to him powering growth through his deep understanding of the evolving CTV landscape.ā
Singapore ā Omnichannel supply-side platform OpenX has announced the launch of āConteXā, 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, āThis 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.ā
āAs a leader in targeting globally, OpenXās strategic size allows both scale and a focus on premium inventory by building innovative tools such as ConteX,ā he added.
Shanghai, China ā Marketing and communications network WPP has brought in industry veteran Caroline Slocombe to lead OpenX, the entirely new offering created for The Coca-Cola Company (TCCC) that carries an integrated agency model comprised of creative, media, social, data, tech, PR, and commerce experts from across WPP.
In her new role, Slocombewill be overseeing the relationship of TCCC and its portfolio of iconic brands across all WPPās agencies in Greater China.
For 25 years, Slocombe has built her strong working experience with agencies. From directing multi-market and multi-functional teams, she has served for some of the worldās biggest CPG and FMCG brands.
She was previously an executive director for Red Fuse Communications in APAC where she drove growth for a portfolio of over 10 brands across 15 markets. She was also a general manager in LOWE, currently known as MullenLowe Profero, in Hong Kong where she oversaw office operations and manage the Johnson & Johnson business across APAC.
Considering China as an important part of growth and innovation, Laurent Ezekiel, global CEO of OpenX from WPP & WPP CMO said that Slocombe will be an asset for supporting the companyās transformation in the country.
Commenting on Slocombeās appointment, Chris Reitermann, chief executive officer of Ogilvy Asia & Greater China added, āHer strategic marketing understanding, combined with her extensive experience in the region ā having worked in Asia for more than two decades ā made her an ideal fit for this vital role within the OpenX from WPP framework, which is all about delivering giant ideas that create giant value for The Coca-Cola Company.ā
Meanwhile, Slocombe commends The Coca-cola Company for its portfolio of iconic brands and recognizing its global success.
She added, āBeing able to help lead their marketing transformation agenda forward in this part of the world, which is so vibrant and innovative, is a once in a lifetime opportunity. I couldnāt be more excited to be working with all the talented experts that make up the OpenX from WPP team and together push the boundaries of possibility.ā
Marilyn Monroe once said that āwithin crisis are the seeds of opportunity.ā These words of wisdom are particularly relevant today as the COVID-19 pandemic continues to disrupt and change business across industries. The pandemic has changed consumer behaviour, and advertising has needed to stay nimble and adjust to these behavioural changes, but these changes also present smart advertisers with great opportunities.
A surge in digital transformation is shifting more ad dollars to the digital realm, and as marketers look to get extra bang for their increasingly valued buck, they are turning to channels like programmatic. Results from the recent OpenX & ExchangeWire report on āThe State of Programmatic in JAPAC ā 2021ā show that 30% of surveyed media professionals reported a higher programmatic spend (or higher programmatic revenue for publishers) when compared to pre-pandemic figures.
In fact, nearly 60% of the firms surveyed for the OpenX report are either generating at least 40% of their revenue from programmatic or spending 40% of their media investment on it, highlighting that programmatic has reached a new maturity level in JAPAC, where overall programmatic knowledge, understanding, and appreciation have significantly advanced across all markets.
While this all paints a positive picture for programmatic, the market still has a lot of room to grow, and there are still lingering challenges such as fraud and replacing the third-party cookie that must be addressed to help convince more agencies and brands to shift more dollars into the space.
Avoiding fraud and embracing SPO in programmatic
Itās only natural that programmaticās rapid growth has spurred fraud and quality control concerns among brands. According to Integral Ad Science, Singapore and Japan reported the worldās highest fraud rates on desktop display and mobile web environments respectively in H1 2021. In our report, almost 90% of publishers express at least some concern about fraud.
This is an issue that will require a multi-faceted solution, but one approach that the buy-side can take is supply path optimisation (SPO), which is a process that lets advertisers reduce their supply-side ad tech partners and create a preferred list of trusted companies that meet their various needs and can deliver the best results.
Undertaking the SPO process is an ideal way for a marketer to figure out which partners are driving the most value, and at the same time, it will decrease the chances of marketers working with lower quality partners that may have fraudulent practices. A staggering 84% of brands say they have run an SPO review in the past 18 months, or plan to do so within the next six months.
Beyond utilising SPO, brands can also fight fraud by working with partners that are compliant with industry-wide standards created by industry watchdogs like the Internet Advertising Bureau (IAB) and Trustworthy Accountability Group (TAG).
First-party data and third-party cookie concerns
When looking at macro trends in the industry, the eventual removal of third-party cookies is another concern, particularly in India, Indonesia, and Australia. More than 65% of brands say they are uneasy about eventual cookie depreciation and the effect of Identifier for Advertisers (IDFA), with publishers reporting even more trepidation than buyers.
Going into 2022, the solution that the industry seems most excited about is first-party data. 80% of the surveyed JAPAC agency and brand professionals confirmed having access to first-party data, and more than 30% of publishers are spending more to obtain first-party data. Having access to first-party data is only part of the battle though, and marketers and publishers need help activating it.Ā
This is an area where ad-tech can step in, and marketers are increasingly relying on supply-side platforms (SSP), ad exchanges, and DSPs to help them make the most of their first-party data, and use it to run effective audience targeting.
A smarter way to advertise
Programmatic advertising is not just a way of the future, but it is the reality of our present as digital ad spend continues to expand. APAC digital spend is forecasted to expand 12.8% this year, reaching USD124.5 billion, 54% of total spending.
Marketers today have a tough challenge – how to navigate the ever-changing digital media landscape, in the middle of a pandemic, while also planning for the future. Programmatic advertising is proving to be the channel that lets them do both, as they can drive successful campaigns today, while also experimenting with new formats, new ways to use data and other advances in programmatic that seem to be happening almost daily.
This article is written by Andrew Tu, managing director of OpenX for APAC.
Singapore ā Programmatic investment and spend is growing at a rapid rate across the Japan and Asia-Pacific (JAPAC) region despite a hugely challenging 12 months in terms of both the ongoing coronavirus pandemic and the deprecation of third-party identifiers, which is now 30% higher compared to pre-pandemic levels, a new research from adtech OpenX and market intelligence news site ExchangeWire shows.
According to their latest report, around 64% of agencies, publishers, and brands are increasing programmatic spend or revenue, an evident growth in the sector driven by a surge in digital transformation across agencies, publishers, and brands.
The report highlights as well that 31% of publishers are generating over 40% of their revenue via programmatic. On the buy side, 21% are allocating over 40% of their spend on the channel.
With that in mind, there has been an observation as well that publishers have matured in their strategic selection of header bidding partners, while the use of unified auction solution Prebid has increased by over 10% market-wide. Compared to 2020, publishers are using relatively fewer providers than in 2020, and prioritizing ease of setup for when existing providers are not meeting expectations.
Such behavior is prevalent in the Indian market, where 32% are now using one to four partners, compared to just 7% last year, and 13% are using 15 or more partners, which has more than halved from the 29% recorded in 2020.
āThe programmatic industry in JAPAC is displaying a remarkably strong recovery. We see newly-forged programmatic expertise across both buy and sell sides driven by rapid digital transformation. Agencies, publishers and brands are demonstrating greater confidence in managing their own programmatic activities. As a result, the ecosystem is directing more revenues and spend through the medium compared to other marketing streams,ā said Andrew Tu, managing director for APAC at OpenX.
There have been rising concerns within the region over the deprecation of Appleās Identifier for Advertisers (IDFA)Ā and the third-party cookie. Two-thirds (67%) are concerned about the effect of IDFA and cookie deprecation, with 29% very concerned about these changes. India displayed the most concern, with 87% disclosing some level of concern, followed by Indonesia (71%) and Australia (62%). In Japan, only 49% are concerned, while 50% are not perturbed about the upcoming changes.
Furthermore, brands and agencies are not funnelling money to āwalled gardensā, and instead favor independent ad tech.
A āwalled gardenā refers to a limited set of technology or media information provided to users with the intention of creating a monopoly or secure information system.
Only 16% of buyers are increasing walled garden ad spend in response to IDFA and third-party cookie deprecation, whereas 27% are investing in exchange, supply-side platform (SSP), and demand-side platform (DSP) partnerships.
In India, only 2.5% are funneling spend away from independent ad tech towards the walled gardens.
āDespite some fears around the impact of IDFA deprecation and the eventual removal of cookies in Chrome, a majority of brands are maintaining or increasing spend on the independent web and not towards the walled gardens. Instead, they are working together with their tech partners to navigate the nascent privacy-first environment,ā Tu added.
In terms of investment, India is more heavily invested in programmatic than its peers. Only 2% are not using the channel, compared to 33% in Japan, 9% in Australia and 6% in Indonesia. Moreover, 12% of respondents within India are generating over 75% of their spend in programmatic, double that of both Australia and Indonesia.
Tel Aviv, Israel ā Global in-game advertising platform Anzu and independent advertising exchange OpenX, has recently announced a new partnership in which both companies will be able to programmatically serve Interactive Advertising Bureau (IAB)-recognized in-game video and banner ads at scale across mobile, PC, and console platforms.
For Brian Murphy, SVP of buyer and publisher development at OpenX, their company has always been in search of creating more value for our partners, adding that for marketers, this means integrating with new, cutting-edge ad units that will help them engage their target audiences.
āGaming is an industry with an audience that is growing at an unprecedented rate and shows no signs of slowing down. Our integration with Anzu enables marketers to programmatically reach this audience through immersive ad placements that respect the gameplay and naturally match the environment,ā said Murphy.
Meanwhile, Yaniv Rozencweig, global programmatic director at Anzu, commented, āWeāre excited to partner with OpenX to offer gamingās untapped premium and brand-safe environment to its advertisers, allowing them to reach players across a wide range of SDK supply from various game genres and devices. OpenX is known for being a leader in brand safety and creating a good user experience for the consumer, which perfectly aligns with Anzuās values.ā
Fully GDPR, COPPA, and CCPA compliant, Anzuās innovative SDK technology integrated into games delivers high-quality direct traffic with complete control over ad placements and first-party data.
On the other hand, OpenX is a recognized global company in programmatic advertising, delivering value across every type of connected screen and format. The company powers effective and impactful audience targeting on the open web by enabling marketers to leverage first and third-party data to reach their target audience across OpenXās global network of publishers.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy
Privacy Overview
This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
