AI is fundamentally reshaping the future of programmatic advertising. While many technology providers face the challenge of integrating robust AI capabilities — often requiring new partnerships or complete re-platforming — OpenX has already created the infrastructure by embedding advanced machine learning directly into its core offering. 

Enter Engagement Models. As the first performance capability in Results by OpenX™, this suite of approachable AI tools curates the highest-value inventory to deliver against specific advertiser goals more efficiently and effectively.

The right inventory for better results

Since 2018, OpenX has advanced supply-side targeting by applying data and identity to deals through the largest independent supply-side identity graph. Today, this graph powers people-based curation at scale across premium digital media. 

As the next step in programmatic efficiency, Results by OpenX dynamically identifies and prioritizes the most valuable ad opportunities, ensuring only high-quality impressions are included in a buyer’s curated deal. This capability not only boosts efficiency and performance for advertisers but also enables DSPs to manage costs more effectively.

Engagement Models, for example, can help drive results across campaigns optimized for key performance indicators like CTR and CPC for banner clicks, and VTR and CPCV for video performance. But that’s only the beginning. We’ve developed Results by OpenX to streamline operations, enhance full-funnel performance, and optimize ad spend all within a privacy-first, future-proof framework. 

AI and the future of programmatic curation

AI excels at recognizing patterns and extracting insights beyond human capabilities, empowering buyers to significantly improve efficiency across programmatic workflows: from rapidly identifying high-value inventory and automating optimization decisions to reducing operational friction and minimizing unnecessary ad spend. 

Eventually, all inventory curation will harness machine learning, empowering marketers to achieve their goals more efficiently and effectively. Today, our proprietary AI models already help advertisers significantly improve performance and operational efficiency by leveraging more than 40 ID-free signals in the bidstream, including contextual cues and non-sensitive information about the user and ad placements. 

“AI-powered curation has the potential to help solve core challenges like streamlining operations, improving performance, and driving more efficient ad spend without leveraging personal identifiers,” said Ben Hovaness, Chief Media Officer at OMD Worldwide. “Advancements like these are bringing the future forward, driving immediate improvements in bid rates and campaign performance for our clients — without compromising inventory quality.”

Unlocking revenue through precision

Advertisers aren’t the only ones who benefit from AI-driven curation — publishers also gain a competitive edge by improving their yield. Engagement Models, for example, allows publishers to prioritize high-value inventory that attracts top-tier advertisers and increases competition for ad space, ensuring their most valuable inventory gets monetized to its fullest capacity.

Ready to drive more efficient campaigns optimized to your specific KPIs? Contact us today to learn how AI-driven curation can maximize ad spend and reach the right audiences with precision.