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.

OpenX Technologies has launched OpenX Attention Targeting, the first supply-side platform solution enabling advertisers to target high-engagement CTV inventory in real time. The feature, powered by TVision's attention measurement technology and available exclusively through OpenXSelect, allows pre-bid targeting based on predictive attention scores. The solution combines data from TVision's in-home viewer panel with OpenX's real-time bidstream signals, including time of day, device type and viewing duration. Advertisers can layer attention signals with audience and contextual targeting across 231 million monthly unique users via OpenX's identity graph. The integration transforms attention measurement from a post-campaign metric into a real-time optimization tool. CTV advertising spend is projected to grow nearly 14% this year, driving demand for greater transparency and performance in the fragmented market.

OpenX Technologies has launched a political advertising platform for the 2026 US midterm elections, offering prioritised access to curated, political-approved inventory across connected TV, mobile and web. The platform enables campaigns to go live in under 24 hours with ZIP code-level targeting. The company announced a partnership with Givsly, integrating first-party data from over 500 nonprofits to target voters based on shared values such as environmental protection and women's empowerment. This approach addresses challenges posed by increasingly unreliable traditional political data. The platform features guaranteed access to pre-vetted publishers including Newsweek, Plex and Scripps, with real-time voter reach reporting by county and ZIP code. OpenX provides turnkey political packages optimised for election windows and compatible with major demand-side platforms.