OpenX Adds Media Buying Intelligence Layer

In the US, omnichannel supply side platform OpenX Technologies has launched a suite of proprietary AI and machine learning capabilities called OpenX IQ, promising media buyers more control of the process via high quality supply-side data for outcomes measurement, as well as increased automation.

The new suite taps features in the company's existing OpenXSelect and OpenXBuild solutions to embed accurate supply-side signals into media workflows. Its capabilities include Inventory Quality Scoring, helping buyers to differentiate media value 'beyond surface-level metrics'; machine learning-based Audience Modeling, identifying audiences with strong likelihood to purchase; modeling of Attention and Engagement, and of Performance; and AI Selling and Workflow Agents.

'Buyers today are navigating a programmatic landscape that is faster and more complex than ever,' says CTO Joel Meyer (pictured). 'OpenX IQ is our answer to the industry's demand for intelligence that is transparent, practical, and built for the way buyers actually work - not by claiming more AI, but by delivering intelligence that buyers can trust and understand, customize, and apply with ease across channels, including CTV.'

The firm is online at www.openx.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.