Oracle and OpenX: A Milestone in Supply-Side CTV Targeting

By Andy Hammond in Addressability, CTV|August 8, 2023

Digital advertising demand is undergoing a perceptible shift: Increasingly, buyers are turning to SSPs such as OpenX to double-down on KPIs like audience, viewability, or conversion. Supply-side targeting is a growing element of a larger media-buying strategy that sits within the DSP, where workflow, measurement and more layered targeting still live. 

With supply-side targeting, buyers get closer to their audience, getting higher match rates and more scale — not to mention more transparency. But buyers aren’t the only ones leaning into supply-side targeting. Oracle, LiveRamp, Experian, and other industry leaders are building solutions that not only help buyers get closer to their audiences but also increase reach against those audiences.

Oracle and OpenX – A Major Step Forward for CTV and Beyond

Together, OpenX and Oracle recently marked a major supply-side targeting milestone: Oracle’s audience data is now connected with OpenX CTV, app, and web inventory. As one of the founders of data targeting, Oracle’s investment in supply-side targeting represents a major shift in the market. 

This is the first and only supply-side integration to support Oracle Audiences directly activated against CTV inventory, expanding on video and Oracle Moat measurement capabilities. This first-to-market offering delivers buyers:

  • CTV audiences: This partnership marks the first time that Oracle data is available for supply-side targeting for CTV inventory. 
  • Incredible scale: This integration delivers the most scale against direct audience segments to date. 
  • Seamless buying: OpenX is the only SSP with the technological capability to connect to Oracle Audiences with a direct integration.
  • Superior match rates: With a device graph of 145MM CTV devices, OpenX delivers the highest match rate of any independent supply-side platform. 
  • Control: The Oracle Audiences available on OpenX are also available in nearly any channel and platform, giving advertisers a high degree of control, fidelity, and portability when activating cross-channel campaigns. Now, they can be leveraged through supply-side transactions as well.

“This is an opportune time to be integrating Oracle Audiences with platforms like OpenX as the industry is really waking up to the value of using purchase data insights from CPG and other retail categories to help inform targeting strategies and targetable segments,” said Tim Carr, Head of Oracle Advertising Product Marketing. 

Ecosystem-Wide Benefits

Now, buyers can finally realize the promise of CTV and omnichannel supply-side targeting. A particular challenge with CTV has always been addressability, due to the fact that neither the cookie nor hashed email-based targeting can function in this environment. This first-to-market integration solves for that challenge. 

  • Customers of the Oracle Data Marketplace get a direct supply-side path, making it easy to buy media at scale using Oracle’s vast first-party data assets and a deal ID. 
  • Other media buyers gain access to the Oracle Data Marketplace through a connection with OpenX, including new audience-targeting capabilities and Oracle’s granular data to help buyers reach more of their audience. 
  • Publishers secure new demand sources and more lucrative deals as supply-side targeting brings buyers closer to publishers, enabling them to create more deals quickly and easily. CTV publishers can therefore access differentiated demand and generate greater revenue.
  • The environment benefits from fewer emissions – by implementing supply-side targeting, fewer bid requests and responses are sent out by a DSP. Instead, they only call is the SSP providing the deal ID vs. calling every platform in their stack. This results in fewer requests, responses, and emissions. 

The Value of Supply-Side Targeting

Supply-side targeting provides immense value in terms of scale and control over inventory quality. Additionally, buyers can easily activate targeted campaigns in their DSP of choice and receive consistent reporting, measurement, and additional real-time optimizations that they are used to.