Supply Path Optimization With Sustainable Inventory By Openx
Management Summary
In this blog article we will show you how you can purchase your inventory more sustainably with the help of OpenX, a global AdExchange. We will then show you the advantages, purchasing options and available advertising formats.
What does the AdExchange OpenX do and what advantages does it create?
OpenX is a global omnichannel ad exchange offering solutions for publishers and advertisers. It is the first and only independent ad exchange that is Carbon Neutral certified. The Ad Exchange has committed to reducing scope 1, 2 and 3 emissions by 90% by 2027 compared to 2018.
OpenX can be used for different needs of advertisers.
On the one hand, a global target group with over 140,000 publishers and 1 billion monthly unique users can be reached. In addition, there are different targeting options such as demographics, interests and behavior. This enables the advertisements to be shown precisely to people who are interested in the products to be advertised.
When playing out via OpenX, there is the possibility of partnerships with Scope3 or Cedera. This enables reporting and offsetting of the resulting emissions.
What shopping options are available at OpenX?
Option 1: Sitelist Curation
All deals are created with a CPM floor price of €0.01. The OpenX Ad Exchange can also be booked into the Open Marketplace, but purchasing through a deal offers some advantages. Prioritized bidding results in a better playout rate and higher quality impressions. In addition, sitelists can be adapted to your own needs at any time. In terms of CPM, there are no differences between the Open Market and the Private Market at OpenX and therefore no higher purchase prices.
Option 2: ConteX Marketplace
Inventory can be obtained from 3rd party data providers such as Audigent, Silverpush, Dstillery or Captify via the ConteX marketplace. It is a contextual targeting solution that can be used to reach the target group in premium environments.
Example sitelists, source: OpenX 2024
Which advertising formats can be booked?
Display, video and mobile formats can be played out via OpenX.
In addition to classic banners, interactive rich media ads can also be booked in the display area. Rich media ads can increase user engagement and conversions. Additionally, OpenX offers some mobile web and in-app sitelists.
In the video area, in-stream and out-stream ads can be placed, which are played before, during or after a video to increase brand awareness. There is also the option to book CTV. Examples of CTV inventory include DAZN, plex, Rakuten and plutoTV.
OpenX CTV inventory, source: OpenX 2024
Conclusion:
OpenX enables purchasing premium inventory with sustainability at the forefront. Sitelists and targeting can be adapted to the different needs of advertisers. There are different forms of purchasing and formats that can be booked.
