As targeting strategies grow more sophisticated, advertisers are rethinking where and when data should be activated. Applying data before the bid provides distinct advantages: closer proximity to quality inventory, reduced data leakage, and more efficient bidstream decisioning. But how data is activated ultimately determines its impact, influencing efficiency, control, and performance.

Build custom audiences with full interoperability

To meet buyer expectations, we’ve expanded what’s possible within OpenXSelect™ by allowing users to combine or layer segments from multiple data providers for custom audience activation. 

OpenXSelect Data Marketplace brings direct, self-serve access to more than 40,000 third-party segments from 20 leading data providers including Audigent, Claritas, Dstillery, Dun & Bradstreet, Reklaim, RevOptimal, ShareThis, ZoomInfo and others. 

Using the Data Marketplace, buyers can now discover, select, and activate third-party segments directly within the OpenXSelect audience creation workflow. This easy-to-use UI streamlines selection through execution, with full transparency into pricing and reach before activation.

Within OpenXSelect, you can now seamlessly combine:

• First-party data, onboarded using your identifier of choice
• OpenX proprietary segments spanning demographic, behavioral, shopping, and interest signals
• Third-party segments available through the Data Marketplace

Buyers can match audiences built in OpenXSelect against the largest independent supply-side identity graph, spanning 272M+ unique users across MAIDs, IP addresses, cookies, third-party IDs, HEMs, and other hashed PII. The result is scaled addressability without compromising precision, while data partners benefit from expanded distribution, creating new revenue opportunities across all OpenXSelect users.

Precision and scale, powered by Boolean logic

Interoperability is only as powerful as the controls behind it. In OpenXSelect, custom audience refinement, driven by Boolean logic and enabled for third-party segments for the first time, gives buyers full control over how reach and precision are balanced in every campaign.

• Intersection (AND) logic narrows audiences to users who meet all selected criteria, supporting high-intent targeting. 
• Union (OR) logic expands audiences to users who meet any selected condition, increasing scale while maintaining relevance. 
• Exclusion logic removes specific subsets, improving efficiency and reducing waste.

Using this framework in our platform’s streamlined UI, audiences can be layered for precision, broadened for scale, or refined to suppress inefficiencies — all before the bid. The result is media execution aligned to your campaign objectives and supported by an interface purpose-built for smarter supply-side activation.

Supply-side audience targeting built for measurable outcomes

As performance expectations increase, buyers need greater control over how data is applied, transparency into how it is priced, and confidence that it will scale efficiently across quality supply.

The OpenXSelect Data Marketplace delivers that foundation. By combining direct access to 40,000+ third-party segments, full interoperability across data types, and transparent pricing models defined at the segment level, buyers can architect audiences around outcomes, not constraints. 

Together, this is the advantage of supply-side targeting done right — greater efficiency, clearer economics, and stronger performance across the ecosystem. To start building smarter, more efficient audiences in OpenXSelect, connect with our team today.