Sustainability is a key priority for marketers across Europe, with 75% of European brands and agencies reporting that sustainability metrics are a top priority, up from 43% the year prior. There was also a particularly pronounced increase in the reported importance of sustainability metrics in the UK. This is according to a recent research report published by ExchangeWire, in association with OpenX that reveals sustainability trends in media and advertising for the European digital media industry. Read the full results below ..read more

Cutting the cord Consumers are fundamentally changing the way they watch TV. The pandemic expedited the shift from traditional linear viewership, with US TV viewers spending nearly three-and-a-half hours every day watching digital video, two of which are viewed on CTV devices.  As this transformation matures, buyers need to rely on new targeting capabilities to reach valuable audiences across CTV devices in measurable ways while driving deeper engagement and ROI against their media campaigns. So why are so many brands and agencies still buying this inventory through upfronts via programma ..read more

To mark International Women’s Day, we spoke with four women at OpenX on what this year’s theme means to them. The answers ranged from where diversity in tech leadership stands now to their meaningful experiences with mentorship and beyond. Thank you for taking the time to share your thoughts. Melanie Tymm, Culture Program Manager Despite being relatively new to the ad tech industry, I’ve come across the firsthand experiences of other women who have been in adtech for years. Unfortunately, the industry has been known for the challenges regarding gender diversity and inclusion. This year, Intern ..read more

As the programmatic ecosystem prepares for the deprecation of the third-party cookie, the proportion of campaigns run via CTV across Europe is set to increase substantially while brands and agencies alike lean more into curated media buys.  This is according to a new research report published by ExchangeWire, in association with OpenX, that reveals trends in CTV and targeting for the European digital media industry ..read more

We recently connected with Chad Hickey, CEO at Givsly, on teaming up with OpenX, why he founded Givsly, and the importance of brand values. Really happy to be chatting with you, Chad! What book has had the biggest impact on you? I read “The Subtle Art Of Not Giving A F*Ck” on vacation, and it was a key part of starting Givsly. The author says, “What are you willing to feel pain for?” is the true test of what you want in life. At the time, I was making a very comfortable salary as a CRO but felt unfulfilled on some level.  I realized I was willing to “feel pain” by giving up that very com ..read more

Outcomes matter We’re halfway through Black History Month, and I want to challenge my friends and colleagues across the marketing/advertising/tech landscape to be thoughtful and innovative about how we approach diversity and responsible media in general in our industry.  As a Black employee, I think it’s all too common for adtech to get caught up in the semantics of making our industry more inclusive rather than the tangible steps of actually fostering inclusivity and equity. I frankly don’t care about the term “black list” or “white list,” or the lip service that a small portion of our i ..read more

As a part of OpenX’s recent launch of its Cookieless Deal Library, Craig Golaszewski, Senior Director, Strategic Partnerships, spoke with Andrew Furst, Chief Commercial Officer at Digiseg. They covered industry topics from how IP segmenting works to the biggest misconceptions about cookie deprecation. Thanks for joining us, Andrew! To kick things off, what did you want to be when you grew up?  When I was in high school I was into graffiti, street art and collecting sneakers. I really liked the idea that you could imbue value on something ordinary if you created a brand, and applied it in ..read more

Coinciding with the launch of OpenX’s Attention Marketplace, we sat down with Hassan Babajane, SVP Commercial at TVision to discuss the role of attention as a future-proof solution in CTV. Thanks for joining us, Hassan! If you could see one movie again for the first time, what would you choose? This is an incredibly tough question and had me thinking for quite some time. However, I would love to see The Life Aquatic with Steve Zissou again for the first time. It’s a beautiful film, has an amazing cast that delivers fantastic performances, and an incredible soundtrack. How does TVision measure ..read more

Simplifying buyers’ transition to cookieless targeting As the advertising industry prepares to face the biggest shift in the history of programmatic, marketers are increasingly concerned about signal loss, and buyers aren’t equipped with a seamless way to test cookieless offerings within existing workflows. In order to determine which solutions perform best at scale, we’re collectively going to need to test, learn, and pivot quickly in this new landscape. With OpenX’s new Cookieless Deal Library, buyers can select from the universe of cookieless deal IDs and start testing solutions today. Prog ..read more

The 2024 election season is upon us, and buyers are looking to gain an advantage with improved data-driven audience targeting and political-approved inventory solutions. OpenX’s auction packages leverage supply-side targeting to enable buyers to granularly target voters across formats at scale. Buyers can quickly and easily activate turnkey deals via pre-built or customized deal IDs, across premium and direct CTV, display, and mobile inventory. How it works Supply-side targeting will be new to most advertisers this political season. It works by applying data directly within the bidstream, brin ..read more