OpenX

OpenX is a supply-side platform (SSP) for publishers and ad buyers, with header bidding, curated deal packages and exchange APIs, sold by demo and quote.

OpenX sells advertising space for publishers in real-time auctions and gives the buyers of that space tools to pick the impressions they pay for. The company behind it, also named OpenX, started in 2008, is headquartered in Pasadena, California, and has no parent company. Its platform, headlined as The Intelligent SSP, connects web and app inventory with the advertisers, agencies and demand-side platforms that bid on it. One login and one sales team cover all four parts. OpenXExchange is the real-time marketplace where open auctions and private marketplace deals clear, with ad quality filters and creative controls against malware. Publishers connect to it through Prebid.js adapters or OpenRTB server-to-server integrations, and set Brand Floors, pricing rules and auction package deal floors on their inventory. OpenXControl is the yield and monetization platform on the publisher side. OpenXSelect handles curation, supply-side targeting and deal creation, and its Curated Packages bundle inventory, alone or with data, into ready-made or custom deals. OpenXBuild opens the exchange through modular APIs built on the company's identity graph, so a partner can apply its own audience and bidding logic inside the exchange, a feature named Custom Decisioning. OpenX fits publishers with enough premium web or app inventory to sell programmatically, news publishers among them, and the agencies and brands that buy from them. Agency trading desks use OpenXSelect and its packages to buy curated supply through the DSP they already run. Data and ad tech companies are the audience for OpenXBuild, which lets them program against the exchange rather than only bid into it. It is sold by quote after a demo request, with no self-serve signup. A typical publisher adds OpenX as one more bidder in an existing Prebid.js wrapper, then moves part of that demand to a server-side integration to cut page latency. Its sales team packages inventory into private marketplace deals and protects them with floors. On the buy side, a planner picks a seasonal package such as Black Friday and Cyber Monday or Thanksgiving and activates its deal ID in the DSP. App publishers target and sell their inventory by bundle ID on the same exchange. OpenX is built for publishers who sell their supply directly and for buyers who want to know exactly where their ads run.