OpenX has introduced OpenXBuild, a new suite of software APIs designed to empower advertisers and agencies with greater control and customization over their programmatic advertising campaigns. The suite enables buyers to integrate their first-party data and proprietary decisioning logic directly into the OpenX ecosystem in real-time, aiming to improve performance, efficiency, and cross-channel reach across CTV, mobile, and web.
OpenX launches OpenXBuild, a software suite of APIs for custom advertising solutions.
It includes three core APIs: Auction Insights, Identity Resolution, and Real-Time Bidstream.
The Real-Time Bidstream API allows custom logic to be applied before the auction.
Partner tvScientific reported a 70% reduction in cost-per-conversion using the API.
The Identity Resolution API covers 237M+ US users and 150M+ CTV devices.
The suite aims to reduce operational overhead and "adtech tax" for buyers.
OpenXBuild addresses the growing demand from sophisticated buyers to leverage their own data and AI models within a secure, high-quality supply environment. The suite consists of three core APIs that can be used independently or combined:
Auction Insights API: Provides log-level data (BIDS) for transparency into auction outcomes and supply signals.
Identity Resolution API: Leverages OpenX's proprietary identity graph for cross-channel targeting at scale.
Real-Time Bidstream API: Allows buyers to integrate and execute their own data and decisioning models within the OpenX bidstream before the auction, enabling more selective and efficient bidding.
A key benefit highlighted is significant performance gains. CTV advertising leader tvScientific adopted the Real-Time Bidstream API to apply its proprietary algorithms closer to the supply source. “With OpenXBuild, we can apply our audience enrichment and bidding algorithms directly inside the exchange. This low-latency integration unlocks optimization techniques that aren’t possible in a traditional DSP setup,” said Teddy Jawde, SVP, Product Management at tvScientific. The company reported a 70% reduction in cost-per-conversion on OpenX traffic compared to unshaped SSP inventory.
The suite is designed to reduce the traditional costs and technical hurdles associated with secure data collaboration and custom bidding strategies. By enabling low-latency, privacy-first data processing within its cloud-based stack, OpenXBuild allows buyers to bypass complex API calls, batch transfers, and manual workflows. This facilitates real-time, predictive decisions that can increase win rates and reduce wasted media spend.
OpenX's leadership emphasized the suite's role in meeting evolving buyer needs. “With OpenXBuild, we’re addressing a growing demand for brands and agencies to differentiate their advertising solutions by cost-effectively combining their data with trusted supply, all without the traditional costs and latency,” said Joel Meyer, CTO at OpenX.
This launch positions OpenX not just as an SSP, but as a foundational technology partner for advertisers seeking to build more effective, transparent, and efficient programmatic solutions by bridging the gap between their proprietary intelligence and premium ad supply.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 200,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets.
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