Introducing TV by OpenX, the Programmatic Industry’s First Initiative to Unlock the Full Potential of Biddable CTV

By Geoff Wolinetz in CTV, OpenX Innovations, Transparency|November 16, 2023

A new path for biddable CTV

Today, OpenX announced the launch of TV by OpenX, an ongoing initiative to unlock the full potential of CTV by combining the most powerful aspects of linear and programmatic buying models.

Ensuring that CTV doesn’t repeat the same cycles as digital is imperative to the success of programmatic TV. As a for instance, in the current CTV landscape, buyers aren’t able to efficiently buy in biddable media environments due to an over-indexing of intermediaries. 

Further, brands and agencies often pay CTV CPMs without having full transparency into what they’re buying. When non-TV content is categorized as CTV, publishers’ premium content is devalued and buyers cannot lean into their KPIs with confidence.

Improving trust and transparency in CTV

To address these pain points, OpenX has launched the first phase of TV by OpenX. As a part of this initial phase, we’ve taken two key actions to improve trust and transparency in CTV.

  • We eliminated all resellers from our CTV inventory pool. On the buy-side, this ensures that brands and agencies 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.
  • We removed all non-TV content, including fireplace apps, gaming, UGC, OTT, and mobile, from our CTV inventory. Properly classifying content provides more premium advertising experiences, a clear value for inventory, and more accurate measurement. 

The future of biddable CTV

Through TV by OpenX, buyers can unlock direct premium publisher integrations across more than 110 million measurable “glass-on-wall” devices. This access to direct-sourced inventory improves transparency and control, while the log-level data OpenX provides buyers delivers visibility into impressions. Together, these transparency initiatives positively impact buyer confidence, enabling brands and agencies to implement key strategies such as incremental reach.

This first step in the TV by OpenX 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. By prioritizing this level of trust and transparency, TV by OpenX furthers our commitment to delivering a fair and transparent value exchange between publishers, agencies, and DSPs.

As we embark on creating the future of CTV, we have the opportunity to make programmatic TV more efficient and effective by ensuring content is fit for purpose, accessed directly, and demand and supply partners have transparency across the value chain. To learn more, please reach out directly or download the one-sheet below.

Download the TV by OpenX one-sheet: