OpenX Launches OpenXBuild for Real-Time Advertising Control

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OpenX Technologies, Inc., an omnichannel supply-side platform, has announced the launch of OpenXBuild, a software suite that gives advertisers unprecedented real-time control over ad performance, reach, and insights. 

Designed for brand and agency buyers, OpenXBuild offers a new way to leverage first-party data and deploy proprietary logic in real time to build high-performing, secure advertising solutions.

While some solutions offer secure data collaboration, they are often expensive, complex to develop, and unable to support real-time decision-making. Today, buyers are demanding easy, cost-effective, and secure use of quality data to fuel custom AI-powered advertiser solutions that drive better ad performance.

Leveraging OpenX’s legacy of tech innovation and fraud-free, direct-to-publisher connections, OpenXBuild enhances ad performance while reducing operational overhead by enabling buyers to shape bidding strategies dynamically before the auction, so they bid on the most effective impressions. 

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This work is particularly critical for brands and agencies using AI to build bespoke curation and decisioning frameworks.

The APIs, combined with OpenX’s rigorous quality standards and direct publisher relationships, underscore the distinct value of OpenXBuild:

• Auction Insights API: 

Bidding Intelligence Data Set (BIDS), the first feature in this API, delivers easy access to key log-level data, giving advertisers clear visibility into exposures, supply signals, and auction outcomes. This transparency helps improve decisions, reduce adtech tax, and shift more budget to working media.

• Identity Resolution API: 

Powered by OpenX’s proprietary identity graph, this API spans more than 237 million US users and 150 million CTV devices, allowing buyers to target customers across channels and formats at scale using their own first- or third-party data and/or proprietary IDs.

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• Real-Time Bidstream API: 

By integrating and executing their own data and decisioning models within the OpenX bidstream before activating in their preferred DSP, buyers get better ad performance at lower cost compared to traditional bid-time media filtering and decisioning.

tvScientific adopted the Real-Time Bidstream API to deliver guaranteed results for programmatic campaigns. 

By combining their proprietary models with OpenXBuild’s custom decisioning capability and secure supply access, tvScientific is optimising traffic to its DSP to achieve guaranteed outcomes across premium streaming inventory.

“With OpenXBuild, we can apply our audience enrichment and bidding algorithms directly inside the exchange. This low-latency integration unlocks optimisation techniques that aren’t possible in a traditional DSP setup,” said Teddy Jawde, SVP, Product Management at tvScientific.

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“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.”

OpenXBuild supports low-latency and scalable privacy-first data processing, enabling sophisticated pre-auction filtering across CTV, mobile, desktop, and app. 

Now, buyers can safely bring their data to the cloud without costly, complex API calls, batch transfers, or manual workflows — and use custom decisioning to make real-time, predictive decisions that drive higher win rates and reduce wasted spend.

“With OpenXBuild, we’re addressing a growing demand for brands and agencies to differentiate their advertising solutions by cost-effectively combining their data with trusted supply, all without the traditional costs and latency,” said Joel Meyer, CTO at OpenX. 

“OpenXBuild addresses these key buyer challenges, empowering partners to enrich and act on audience and auction data instantly within a secure environment that’s already connected to ad supply.”

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