NEW YORK — OpenX Technologies Inc., a leading global omnichannel supply-side platform, has brought to market what it hails as “a first-to-market capability” giving advertisers the ability to easily target “high-attention” Connected TV inventory in real time.
Connected TV attention measurement firm TVision helped bring the service to fruition.
OpenX Attention Targeting is available through OpenXSelect, and is designed improve campaign impact through pre-bid targeting.
As Connected TV ad spend is projected to grow nearly 14% this year, advertisers are demanding greater transparency and improved performance. As the broader Connected TV market remains fragmented and impression-level engagement has been difficult to measure, OpenX Attention Targeting arrives as an opportunity in which buyers can activate in real time against predictive attention scores — turning measurement into optimization.
“In this unique solution, data from TVision’s passive, in-home person-level panel powers predictive attention models grounded in actual viewer engagement,” TVision says. “These models are then combined with OpenX’s real-time bidstream signals, including time of day, device type, and viewing duration, to enable precise targeting across TV by OpenX supply. Buyers can apply attention targeting to any Connected TV deal curated within OpenXSelect, whether through self-serve or managed service workflows.”
“OpenX Attention Targeting gives brands what they’ve been asking for: real-time Connected TV performance optimization based on true viewer engagement,” said Erika Loberg, Global Head of Connected TV at OpenX. “For the first time, advertisers can activate attention as a targeting parameter at scale, in real time, and directly influence outcomes before the bid.”
