OpenX Expands ConteX Marketplace™ Capabilities

OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, today (August 21st, 2024) announced an expansion of ConteX, an OpenX marketplace that allows advertisers to deliver their ads across privacy-compliant, contextually relevant content, quickly and at scale.

Building on OpenX’s curation solutions, ConteX allows buyers to contextually target audiences on the supply-side, delivering improved accuracy across premium supply with unprecedented insight into programmatic campaigns, ultimately increasing engagement and conversion. Since launching in September, ConteX offerings have improved outcomes in cookieless environments, with CPMs in Safari matching those in Chrome.

Now, OpenX is introducing advanced keyword targeting to the ConteX Marketplace as part of its core offering. This contextual solution goes beyond traditional keyword targeting to analyse a page's content and understand the true context of the page.  

Advanced keyword targeting provides a granular view of content, allowing advertisers to target users based on their specific interests and behaviours in real-time. This enhanced view builds on the depth of targeting tactics available in OpenX’s advanced curation platform. Delivering ads that are relevant to the content a user is viewing have been shown to drive improved outcomes and brand perception. 

At the same time, OpenX is announcing the addition of 4D, Neuwo, Reticle, and ShareThis a Predactiv Company to the ConteX Marketplace™ offering. Buyers can activate premium data partners directly within the SSP without additional contracts or negotiations, greatly reducing the time to activation and enhancing the accuracy and quality of their campaigns.

Within this marketplace, buyers looking for advanced contextual solutions can activate machine-learning and AI behavioural models, intent-based solutions, publisher first-party data solutions, and more. ConteX premium data partners include: 4D, Audigent, Captify, CrossPixel, Dstillery, Neuwo, Permutive, Reticle, ShareThis a Predictiv Company, Silverpush, and Sqreem.

"ConteX empowers buyers looking to test contextual targeting solutions to activate quickly via a deal ID across OpenX premium inventory and via the buyer’s DSP of choice," said Michael Guzewicz, VP of strategic partnerships at OpenX. "To take this a step further, we can curate a deal ID with one of our data partners without any additional negotiations or contracts in order to expand your contextual targeting strategy."