OpenX Technologies, a leading omnichannel supply‑side platform, and TVision have launched OpenX Attention Targeting, the industry’s first supply‑side solution that turns viewer attention into a real‑time activation signal for connected TV (CTV) ad campaigns. The integration, available exclusively through OpenXSelect, leverages TVision’s in‑home, person‑level attention measurement data to generate predictive attention scores rooted in actual viewer engagement, which are then combined with OpenX’s bidstream signals to enable pre‑bid targeting of high‑attention inventory.
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This marks a notable shift from traditional CTV buying, which has struggled with fragmented supply and limited impression‑level engagement metrics, by allowing advertisers to optimize toward audiences most likely to be actively watching and therefore improve brand recall and message retention. Advertisers can layer attention signals with audience, contextual, and content targeting without added setup, reaching over 231 million monthly unique users through OpenX’s identity graph and creating curated PMP deals that complement direct buys with high‑engagement inventory. The launch responds to growing demand for transparency and performance as CTV ad spend continues to expand, offering buyers a tangible way to influence campaign outcomes in real time based on genuine viewer behavior.