Data-driven advertising promises precision, yet only 32% of marketing professionals worldwide report being “very successful” in executing these strategies. Around 63% achieve only partial success, citing segmented audience targeting and real-time decision-making as significant hurdles. OpenXSelect™ directly tackles these challenges, elevating supply-side targeting beyond traditional curation to deliver unmatched precision, transparency, and efficiency for advertisers.

How supply-side targeting goes beyond site-list curation

OpenX has been the leader in supply-side curation since 2018, when it launched OpenAudience™, a first-of-its-kind solution for digital campaign targeting, powered by the industry’s first supply-side identity graph. Today, OpenAudience is OpenXSelect, enhanced in close collaboration with leading global brands and agencies.

OpenXSelect sets a new standard for activating audiences directly on the supply side by building direct data partner integrations with 80+ data and identity partners and over 250 additional third-party data providers through LiveRamp, reducing post-bid data leakage through improvements in match rates via our proprietary identity graph. By layering powerful audience signals onto curated ad packages that combine advanced inventory quality, precise targeting capabilities, and robust performance optimization, supply-side targeting revolutionized programmatic advertising. 

Today, OpenXSelect builds on that legacy. Developed in close collaboration with leading global brands and agencies, it brings together years of buyer feedback, rigorous quality standards, and ongoing innovation into one cohesive offering. As a publisher-direct platform, it boosts working media efficiency and directs more ad spend to the quality open web, delivering these powerful buyer benefits.

Precision control over inventory

OpenXSelect provides advertisers with unprecedented control over inventory quality. Utilizing direct integrations and robust tools such as the always-on MFA (Made for Advertising) exclusion toggle powered by Jounce Media and IAS’s AI-driven brand safety features, advertisers can confidently safeguard their brand reputation. 

And because MFA sites continually emerge, we dynamically update our inventory daily, ensuring brands consistently maintain the highest standards of inventory control and quality.

But don’t just take it from us. Our inventory has been independently vetted by trusted third-party partners to ensure:

• 90% coverage across Comscore Top 100 Programmatic Publishers
• 88% coverage across Jounce Bellwether publishers
• 87% coverage across Jounce premium CTV publishers

Additionally, OpenXSelect enables brands and agencies to create customized and easily replicable inventory standards across DSPs. This reduces manual errors, streamlines operations, and significantly cuts down time and FTE costs for agency partners. Say goodbye to questionable inventory and hello to premium, operationally efficient, brand-safe environments.

Double your reach with scalable audience targeting

Gone are the days of fragmented audience activation. OpenXSelect leverages OpenX’s industry-leading identity graph — covering over 237 million U.S. users and 150 million CTV devices — to effortlessly scale targeted campaigns across all screens. Brands now achieve up to 2x greater reach compared to traditional methods, seamlessly integrating first- and third-party data into cohesive, high-performing campaigns.

“With OpenXSelect, we now have proper control over inventory quality and audience targeting,” said Ash Grant, Global Head of Digital Trading at Expedia Group Media. “The integration with data partners is seamless, and we’ve seen marked improvement in reaching our preferred audiences. It also enables us to apply inventory standards that align closely with our brand, which has made a tangible difference to campaign delivery.”

Optimized performance, real results

Every ad dollar counts, and OpenXSelect maximizes your working media spend. Buyers achieve superior campaign outcomes by reducing unnecessary ad tech fees, eliminating duplicate bidding, and employing future-proofed, AI-powered optimization via our Results by OpenX™ engagement models. And detailed log-level reporting ensures transparency, giving buyers full visibility into performance across more than 40 metrics and the ability to continuously optimize for even better results.

Save time, amplify strategy

Operational efficiency shouldn’t come at the expense of strategic execution. With OpenXSelect, campaign setup and optimization are streamlined, reducing time spent by up to 50%. Single-click controls, customizable templates, and simplified CTV extensions eliminate tedious manual tasks, freeing teams to focus on strategy and creativity. “OpenXSelect provides curation that is totally transparent, with levers that put the control in the buyers’ hands,” said Wayne Blodwell, Global SVP of  Programmatic at Stagwell Assembly. 

And for those seeking additional hands-on support, OpenX’s 24/7 customer service is readily available to guide you through every step, help you optimize campaigns for maximum impact, and make recommendations on your strategy to help improve results.

Why OpenXSelect?

Imagine easily controlling inventory standards and maintaining brand safety, activating audience data, and measuring campaign results in real time — all within a framework designed to integrate with existing workflows or self-serve activation.

By combining complete control and transparent supply quality, precision targeting, expanded reach, and operational efficiency, OpenXSelect empowers brands and agencies to drive meaningful advertising outcomes more effectively and easily than ever before. 

It’s time to demand more from your media. Choose OpenXSelect and elevate your campaign performance today.