OpenX Unveils OpenXSelect: Revolutionizing Supply-Side Targeting and Curation for Brands and Agencies
OpenX Technologies, Inc., a leader in supply-side platforms (SSPs), has announced the general availability of OpenXSelect™, an advanced curation and supply-side targeting platform designed to empower brands and agencies with unparalleled control over inventory quality, audience targeting, and campaign performance. Built on years of industry expertise and buyer feedback, OpenXSelect streamlines operations, enhances reach across multiple formats—such as connected TV (CTV), native, app, and web—and delivers measurable results while cutting deal setup time by 50%.
This next-generation platform builds on OpenX’s legacy of innovation, which began in 2018 with the launch of OpenAudience™—the first supply-side identity graph solution. OpenAudience set a new standard for activating audiences directly on the supply side, redefining data-driven curation. Now, OpenXSelect takes this foundation further, offering a comprehensive suite of tools that bring buyers closer to supply, enabling them to optimize campaigns at scale with precision and efficiency.
Elevating Supply Quality and Control
One of the standout features of OpenXSelect is its robust focus on supply quality and control. The platform provides granular inventory controls through direct publisher integrations that auto-refresh to maintain high brand safety standards. For example, OpenXSelect includes an always-on MFA (Made for Advertising) exclusion toggle powered by Jounce Media, ensuring ads are not served on low-quality or irrelevant sites. Additionally, advanced protection through Integral Ad Science (IAS) leverages AI to filter invalid traffic, ensure brand suitability, and safeguard against unsuitable content across all formats.
These capabilities allow advertisers to enforce stringent inventory standards that align closely with their brand values. As Ash Grant, Global Head of Digital Trading at Expedia Group Media, noted, “With OpenXSelect, we now have proper control over inventory quality and audience targeting. The integration with data partners is seamless, and we’ve seen marked improvement in reaching our preferred audiences.”
Scaling Audience Targeting Across Channels
OpenXSelect also sets a new benchmark for audience targeting, powered by OpenX’s proprietary identity graph. Spanning more than 237 million U.S. users and 150 million CTV devices, the platform supports advanced data targeting across cookies, mobile advertising IDs (MAIDs), authenticated IDs, IP addresses, and more. This interoperable framework enables seamless activation of both first- and third-party data, delivering scalable reach and effective cross-screen targeting.
According to Neil Sweeney, Founder and CEO at Reklaim, “OpenX’s identity graph has noticeably expanded our reach—more than double in some cases—compared to other platforms we’ve used. When paired with direct publisher access and activation in our DSP of choice, it creates a more efficient media buying experience across the board.”
The ability to achieve up to 2x the reach compared to traditional methods makes OpenXSelect a game-changer for advertisers looking to maximize their impact without compromising on quality or transparency.
Driving Performance and Optimization
Performance optimization is another key pillar of OpenXSelect. By reducing the adtech tax, eliminating duplicative bidding, and directing more budget toward working media, the platform ensures that advertisers see tangible results. Features like log-level reporting, automatic deal optimization, and OpenX’s new AI-powered Results by OpenX solution provide transparency and give buyers greater control over campaign outcomes.
Doug Cuesta, VP of Client Strategy and Operations at Captify, highlighted the operational efficiencies gained through OpenXSelect: “We’ve been able to cut deal setup time in half with OpenXSelect, which has opened up more time for optimization. The templated workflows make it easy to scale across channels—including CTV—and the inventory controls give us confidence in what we’re running.”
Saving Time with Intuitive Design
In today’s fast-paced digital landscape, time savings are critical. OpenXSelect was purpose-built to streamline operations, reduce manual errors, and free up teams to focus on strategy rather than execution. Single-click controls, customizable deal templates, and one-step CTV extensions simplify campaign management, making it faster and easier to execute deals across multiple formats.
For teams that prefer hands-on support, OpenX’s dedicated customer service team is available to manage deal creation directly through the platform. Wayne Blodwell, Global SVP of Programmatic at Stagwell Assembly, praised the platform’s intuitive design: “OpenXSelect provides curation that is totally transparent, with levers that put the control in the buyers’ hands. Not only will we get the ability to drive outcomes against specific KPIs end-to-end and access OpenX’s proprietary identity graph, we’ll also gain the confidence of high-quality supply and the time-savings of an intuitive design.”
A Vision for the Future
OpenXSelect represents just the beginning of what OpenX envisions for the future of programmatic advertising. According to Matt Sattel, Chief Revenue Officer at OpenX, “Our cloud-native infrastructure allows us to move fast, delivering simple, effective tools agencies need. Just as importantly, our account management teams act as an extension of our partners’ organizations, embedding with agency and center of excellence teams to do the heavy lifting and help drive results.”
By combining cutting-edge technology with responsive customer service, OpenX is setting a new standard for supply-side platforms. OpenXSelect not only empowers brands and agencies to take full control of their campaigns but also supports transparency, performance, and trusted supply—all while driving meaningful business outcomes.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 150,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets.
