OpenX Technologies, an omnichannel supply-side platform provider, has launched what it calls “an ongoing initiative to unlock the full potential of Connected TV.” How so? OpenX seeks to combine the top aspects of linear and programmatic buying models into its new “TV+” offering.
In a first phase of TV+’s rollout, OpenX will eliminate all resellers from its Connected TV inventory pool, a move it says ensures buyers have more working media and reduced invalid traffic. “This move also ensures that publishers get their fair cut of transactions to power the development of high-quality content for consumers,” OpenX said.
Additionally, OpenX is removing all non-TV content, including fireplace apps, gaming, UGC, OTT, and mobile, from its Connected TV inventory. While OpenX will continue to monetize these types of inventory as online video rather than Connected TV, this phase of TV+ “properly classifies content, providing more premium advertising experiences, a clear value for inventory, and more accurate measurement,” it says.
“This first step in the TV+ mission to transform programmatic CTV into a high-quality marketing opportunity allows publishers to confidently place their premium inventory into biddable environments while giving brands and agencies full transparency into what they’re buying,” the Pasadena, Calif.-based company says. “With these innovations, TV+ delivers a fair and transparent value exchange between publishers, agencies, and DSPs.”
