As CTV spend continues to climb — projected to grow nearly 14% in 2026 — advertisers face increasing pressure to drive efficiency and prove performance. While quality supply and reach are table stakes, one question remains: Are consumers actually paying attention?

At OpenX, we’re solving that problem head-on with OpenX Attention Targeting, a first-to-market capability that allows buyers to activate against high-attention CTV inventory in real time. Through a new strategic partnership with TVision, the leader in attention measurement for CTV, advertisers can now identify and target the most engaged audiences before the bid exclusively through OpenXSelect™.

Moving from measurement to activation

Historically, attention data has been relegated to post-campaign reporting, limiting its value to validation rather than optimization. We’re changing that. TVision’s passive, in-home person-level panel powers predictive attention models that when coupled with our real-time bidstream curation gives buyers the ability to act on attention data mid-flight, not just analyze it afterward.

And the process is frictionless: Whether you’re curating your own TV by OpenX deals in OpenXSelect or activating managed service packages, attention targeting can be easily layered onto any deal — no extra steps required.

Real-time control. Real audience engagement.

OpenX Attention Targeting takes the guesswork out of CTV media planning, delivering a performance-driven model based on viewer engagement. No more relying solely on broad contextual proxies or incomplete audience signals. This is about real human attention, applied in real time.

Here’s what this unlocks for advertisers:

• Scalable Reach: Access 242 million-plus monthly unique CTV U.S. viewers across premium, glass-on-wall inventory via TV by OpenX.
• Verified Engagement: Target high-attention impressions as defined by TVision’s industry-leading methodology.
• Stronger ROI: Improve brand recall, message retention, and downstream outcomes by delivering ads to viewers who are actually tuned in.
• Effortless Activation: Enable attention targeting in one click, directly within OpenXSelect.
• Smarter Strategy: Combine attention signals with audience, contextual, and content ID targeting to refine buying strategies and maximize scatter or incremental spend.

For years, buyers have asked for clearer proof that their CTV investments are truly driving results, not just delivering impressions. With OpenX Attention Targeting, that proof moves from hindsight to real time, giving advertisers in-flight validation and the power to optimize performance before the campaign ends.

Turning CTV potential into measurable performance

CTV may have started as a branding channel, but today’s marketers need it to do more. They need performance, accountability, and control. OpenX Attention Targeting delivers all three, backed by the industry’s leading attention data solution and the only supply-side platform with the largest independent supply-side identity graph to act on it.

Ready to stop guessing and start targeting attention? Reach out to the OpenX team or download our one-sheet to learn how OpenX Attention Targeting can elevate your CTV strategy.