Buyers today face a fundamental gap: Their data and intelligence are ready to work harder, but adtech infrastructure isn’t easy to use. Batch transfers and cleanrooms can be costly and challenging to activate, and targeting decision-making post-auction can result in waste and unnecessary spend. 

OpenXBuild closes that gap. By letting buyers apply their data, models, and decisioning on the supply side, it enables stronger and more impactful intelligence in the supply path. The result: less noise, less waste, and smarter predictions on the impressions that truly move performance.

What is OpenXBuild?

OpenXBuild is a new software suite from OpenX that gives advertisers real-time control over ad performance, reach, and insights. The suite includes the Real-Time Bidstream API, which enables buyers to apply custom logic and AI models directly to live auction data, the Identity Resolution API for onboarding and activating audiences, and the Auction Insights API for historical bidstream analysis. By moving intelligence earlier in the supply path, brands and agencies gain more control, reduce waste, and drive better outcomes across channels and formats without adding needless complexity.

While data collaboration tools have evolved in recent years, many are still built for offline analysis rather than real-time action. Buyers need systems that deliver speed, interoperability, and transparency without compromising security or introducing new operational burdens. OpenXBuild was engineered to meet that need by combining cloud-native scale, secure processing, and direct-to-publisher supply quality within a framework that supports modern AI workflows.

Why it matters to buyers

Stacy Bohrer, SVP of Buyer Development, The Americas, at OpenX, put it simply: “Buyers want to innovate, but they’re often held back by the cost and complexity of activating their data in meaningful ways. OpenXBuild gives them a faster, safer path to bring their intelligence into the supply path, run differentiated models, and ultimately deliver stronger outcomes at lower cost.”

Early adopters are already seeing the impact. tvScientific, a leader in CTV performance advertising, is using OpenXBuild’s Real-Time Bidstream API to blend its proprietary models with OpenX’s secure supply access. By evaluating impressions inside the exchange and bidding more selectively, they’ve driven a 70% reduction in cost-per-conversion on OpenX traffic compared to unshaped SSP inventory. According to tvScientific’s Teddy Jawde, SVP of Product Management, OpenXBuild enables optimization techniques that “simply aren’t possible in traditional DSP-only workflows.”

Inside the OpenXBuild suite

At launch, OpenXBuild includes three core APIs that can be used independently or combined to power reach, measurable outcomes, and efficiency improvements:

• Real-Time Bidstream API allows buyers to deploy and execute their own models and decisioning logic within the OpenX bidstream before activating in their preferred DSP — improving efficiency, reducing wasted spend, and enhancing performance.
  
  
• Identity Resolution API enables precise cross-channel activation using OpenX’s proprietary identity graph spanning more than 237 million U.S. users and 150 million CTV devices, with support for first-party, third-party, and proprietary IDs.
  
  
• Auction Insights API provides log-level visibility into exposures, supply signals, and auction outcomes through the Bidding Intelligence Data Set (BIDS), helping buyers refine decisions, reduce adtech tax, and shift more budget to working media.
  

Together, these capabilities give buyers a foundation for building differentiated advertising solutions that support advanced modeling, identity-driven targeting, and AI-powered optimization.

Key benefits for buyers

OpenXBuild has been created to help buyers achieve three core advantages:

• Stronger Ad Performance: Easily activate your data and intelligence across channels and formats in real time. Expand reach, optimize mid-flight, and improve performance while measuring outcomes directly at the source.
  
  
• Speed and Ease of Use: Deploy solutions once on a single, scaled supply-side cloud platform, then activate them on your preferred DSP. This reduces operational overhead, minimizes complexity, and accelerates decision-making.
  
  
• Build Better Advertising Solutions: Access unique audience, publisher, and auction data while deploying and training proprietary AI models in a secure environment. With infrastructure built on premium, high-quality supply, buyers can create differentiated frameworks that grow more powerful over time.
  

OpenXBuild: Shaping the future of buyer infrastructure

Modern advertising needs modern infrastructure. OpenXBuild brings real-time data activation and AI-ready decisioning into the supply path, giving buyers more control, better outcomes, and lower cost — all within their existing workflow.

It’s the infrastructure advantage buyers have been waiting for, and it sets a new standard for innovation in programmatic.