OpenX, a supply-side platform, has launched OpenX IQ, a suite of AI and machine learning capabilities designed to improve media buying quality and performance. The platform addresses growing demand for transparent AI in advertising, with 46% of advertisers planning to use AI for media strategy whilst 35% of marketers cite concerns over AI decision-making transparency. OpenX IQ integrates high-fidelity supply-side signals into media workflows through features including inventory quality scoring, audience modelling, attention and engagement modelling, and performance optimisation. The capabilities are accessible through OpenXSelect and OpenXBuild platforms. Ranked among the largest SSPs globally for direct publisher partnerships by Jounce, OpenX aims to provide buyers with verifiable quality controls and customisable decisioning models across formats including CTV.

Chalice AI has partnered with OpenX to bring AI-powered curation to high-quality video inventory. The integration allows advertisers to deploy custom AI models and bidding agents directly within OpenXBuild, enabling real-time impression-level decisioning at the supply layer. The partnership addresses challenges in video advertising, where marketers struggle to balance quality environments with measurable outcomes amid signal loss and privacy changes. Chalice's AI models operate as always-on bidding agents within OpenX's cloud-native infrastructure, evaluating video impressions based on their likelihood to drive high-value actions. Early results from a Hyundai campaign demonstrated a 20% reduction in cost per high-value action and 67% decrease in CPMs compared to alternatives. The collaboration represents a shift from static curation to dynamic, outcome-based optimisation in premium video advertising.

OpenX, a supply-side platform, has unveiled a rebrand positioning itself as "The Intelligent SSP" with a new logo and visual identity. The company aims to simplify digital advertising by addressing industry complexity that has emerged over the past decade. OpenX introduced a streamlined product architecture comprising OpenXSelect, OpenXBuild, OpenXControl and OpenXExchange, built on three pillars: quality, performance and adaptability. The platform features direct publisher relationships, AI-powered curation and a proprietary supply-side identity graph delivering privacy-forward signals. As one of the largest SSPs globally, OpenX operates on fully cloud-based infrastructure designed to support AI-driven, agent-based buying across CTV, mobile and desktop formats. The rebrand reinforces the company's commitment to transparent supply paths and rigorous inventory standards.