Introducing OpenX’s Cookieless Deal Library

By Rich Calkins in Addressability, Brands & Agencies, OpenX Innovations|February 1, 2024

Simplifying buyers’ transition to cookieless targeting

As the advertising industry prepares to face the biggest shift in the history of programmatic, marketers are increasingly concerned about signal loss, and buyers aren’t equipped with a seamless way to test cookieless offerings within existing workflows.

In order to determine which solutions perform best at scale, we’re collectively going to need to test, learn, and pivot quickly in this new landscape. With OpenX’s new Cookieless Deal Library, buyers can select from the universe of cookieless deal IDs and start testing solutions today.

Programmatic’s first supply-side Cookieless Deal Library

Building on the recent launch of ConteX, OpenX’s contextual marketplace, The Cookieless Deal Library is OpenX’s newest advancement in its suite of cookieless targeting solutions. 

The Cookieless Deal Library allows advertisers to easily test and scale campaigns against the full universe of cookieless targeting options and activate in their DSP of choice.

This innovation streamlines the process of testing new cookieless solutions, enabling buyers to maintain existing workflows and continue to use their platforms of choice. This means it’s easy for buyers to immediately start testing multiple solutions, compare results, and set new benchmarks – all without incremental contracts or negotiations.

Powerful Data Partners

This new DSP-agnostic solution will allow buyers to easily access more than 1,000 pre-built deal IDs from a full range of cookieless tactics, which will include:

  • Alternative Identifier Deals powered by: Digiseg, ID5, and LiveRamp’s RampID
  • Attention Deals powered by: Adelaide, Oracle Moat, and TVision
  • Contextual Deals powered by: 4D, Audigent’s Contextual PMPs, Captify, Cross Pixel, Oracle Contextual Intelligence, Silverpush, and SQREEM Technologies
  • ID-Free Audience Deals powered by: Dstillery ID-free®
  • CTV Deals powered by: Samba TV 
  • Privacy Sandbox Topics Deals powered by: Chrome
  • Publisher First-Party Data Deals powered by: Audigent’s Smart PMPs

OpenX’s Cookieless Deal Library marks the first time that Google Privacy Sandbox Topics segments will be made available for buyers to target in any DSP, including those that aren’t currently supporting that technology.

Empowering advertisers to future-proof their media investments

With this new library, buyers can easily find and activate deals from OpenX’s robust ecosystem of dozens of data partners and targeting solutions that don’t rely on third-party cookies for matching or activation. This is an important step in cookieless innovation, with future innovations including enhanced forecasting tools and new off-the-shelf cookieless audiences.

The Cookieless Deal Library is made possible by OpenX’s unique tech capabilities. Leveraging our ID graph that translates multiple IDs in real-time, we built signal-agnostic activation capabilities that enable us to activate durable IDs in the bidsteam, ConteX for direct contextual integrations, and a platform that enables us to manage and activate partner data at scale.

To activate today, please reach out directly or click here.