OpenX

OpenX operates supply-side programmatic infrastructure. It aggregates publisher inventory, runs auctions, connects that supply to DSP demand, and provides software and data services that improve monetisation, targeting, identity matching and analytics. Value is created by increasing publisher yield, improving buyer access to premium inventory and reducing friction in programmatic trading. Revenue is generated through a mix of transaction-based take-rates on media traded through the platform and contracted access to higher-layer software, data and API capabilities.

OpenX is a private US advertising technology company focused on the supply side of programmatic advertising. Its core business is operating a real-time ad exchange and supply-side platform that helps publishers and app developers monetise inventory, while also giving DSPs, agencies and advertisers access to premium omnichannel supply across web, mobile and connected TV. The company has expanded that core with publisher yield tools, supply-side curation, identity resolution, auction analytics and developer-facing APIs.

OpenX makes money primarily by taking a percentage of media spend or transaction volume flowing through its exchange and SSP infrastructure. It also appears to generate enterprise software and API-related revenue from curation, data, identity and infrastructure products sold to publishers, DSPs, agencies, advertisers and adtech developers. Its customer base is therefore B2B and spans both the sell side and buy side of programmatic media.