OpenX debuts software suite promising 70% cost reduction

OpenX Technologies has introduced a groundbreaking software suite, OpenXBuild, which aims to revolutionize programmatic advertising by empowering advertisers with unprecedented control over their campaigns. Announced on January 6, 2026, the toolset promises significant cost savings, including a 70% reduction in cost-per-conversion as demonstrated by early adopters.

A New Approach to Programmatic Advertising

OpenXBuild represents a notable leap in advertising infrastructure, giving brands and agencies the ability to shape bidding strategies before auctions occur. Comprised of three application programming interfaces (APIs), the suite addresses key challenges faced by advertisers looking to differentiate their solutions without the high costs and delays typically associated with data collaboration.

Joel Meyer, chief technology officer at OpenX, emphasized the industry demand driving this innovation. "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", Meyer explained. He added, "OpenXBuild addresses these key buyer challenges, empowering partners to enrich and act on audience and auction data instantly within a secure environment that's already connected to ad supply."

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Features Tailored for Efficiency and Control

The three APIs at the heart of OpenXBuild enable advertisers to tackle several programmatic advertising pain points:

• Real-Time Bidstream API: This API allows advertisers to integrate their data and algorithms directly into OpenX’s bidstream, enabling them to evaluate impressions closer to supply sources. By deploying custom decisioning models in real time, advertisers can improve efficiency and bid selectively.
• Identity Resolution API: Utilizing OpenX's identity graph, which spans 237 million U.S. users and 150 million connected television devices, this tool helps advertisers target audiences across channels using first-party, third-party, or proprietary identifiers. This feature is critical as third-party cookies phase out and privacy regulations tighten.
• Auction Insights API: Advertisers gain access to granular log-level data through the Bidding Intelligence Data Set. This transparency helps them understand auction outcomes, reduce tech fees, and allocate more budget to working media rather than intermediary costs.

Each API integrates seamlessly with OpenX's robust infrastructure, which connects advertisers to more than 200,000 premium publisher domains. OpenX’s long-standing commitment to quality, including maintaining fraud-free inventory and meeting sustainability goals, further reinforces its leadership in the programmatic space.

Early Success Stories Highlight Potential

Performance advertising company tvScientific has already deployed OpenXBuild to optimize campaigns on connected television (CTV). By leveraging the Real-Time Bidstream API, the company’s proprietary models now operate directly within the supply-side platform. This integration has yielded notable results, with tvScientific reporting a 70% reduction in cost-per-conversion on OpenX traffic compared to traditional setups.

Teddy Jawde, senior vice president of product management at tvScientific, praised the technical benefits of the platform. "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", Jawde explained. "By evaluating impressions closer to supply and bidding more selectively, advertisers have seen a 70% reduction in cost-per-conversion on OpenX traffic compared to unshaped SSP inventory."

Privacy-First Design for Regulatory Compliance

OpenXBuild has been designed with privacy regulations in mind, offering advertisers a secure environment to process first-party data without exposing sensitive information across multiple platforms. This privacy-first approach aligns with the increasingly complex web of data protection laws across the United States and Europe, including the General Data Protection Regulation (GDPR) and the Digital Services Act.

The platform also provides solutions for CTV, a rapidly growing segment as audiences continue to shift away from traditional television. OpenX’s identity graph, which supports sophisticated targeting and measurement across 150 million connected television devices, positions OpenXBuild as a critical tool for advertisers navigating the complexities of modern media consumption.

Strategic Implications for the Industry

The launch of OpenXBuild reflects broader shifts in programmatic advertising. By moving decisioning upstream into supply-side infrastructure, OpenX has challenged longstanding limitations around latency and algorithmic sophistication. This evolution could redefine the roles of supply-side platforms (SSPs), demand-side platforms (DSPs), and advertisers within the ecosystem.

For advertisers, OpenXBuild offers a cost-effective way to deploy custom algorithms without building proprietary infrastructure. Publishers, meanwhile, may benefit from more efficient auctions and better alignment between inventory value and advertiser demand.

However, competitive dynamics could quickly evolve. Other SSPs may introduce similar programmable capabilities, and DSPs may develop pre-auction filtering mechanisms to maintain their value proposition. The ultimate impact will depend on how quickly and widely advertisers adopt these tools.

Conclusion

OpenXBuild represents a significant milestone for programmatic advertising, offering advertisers the tools to enhance efficiency, reduce costs, and comply with privacy regulations - all while maintaining access to premium inventory. With early results showcasing dramatic cost reductions and improved campaign performance, OpenX has set a new benchmark for how supply-side platforms can empower advertisers. As the industry continues to evolve, OpenXBuild could pave the way for even more advanced, customizable advertising solutions.

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