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.
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:
“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.
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.
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.
Here’s how it works:
Ready to tap into supply-side targeting with OpenX and Oracle? Send us a note at BuyerDevelopment@openx.com.