OpenX Technologies has launched OpenXBuild. This new software suite lets brands and agencies control ad performance, reach, and insights in real-time. It securely combines first-party data with proprietary decisioning logic right in the exchange. OpenXBuild tackles the cost, complexity, and delays of traditional data collaboration tools. It lets buyers adjust bidding strategies before auctions. This boosts efficiency and cuts wasted spending across CTV, mobile, desktop, and app platforms. The suite includes APIs for auction insights, identity resolution across more than 237 million U.S. users and 150 million CTV devices, and real-time bidstream decisioning that allows custom models to operate closer to supply.
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tvScientific has already adopted the platform, noting measurable performance gains. “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. “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.”