OpenX
Independent SSP and ad exchange for premium programmatic inventory.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- OpenX Technologies, Inc.
- Entity type
- COMPANY
- Founded
- 2007
- Headquarters
- 888 East Walnut Street, Pasadena, CA 91101, US
- Company size
- 201–500
- Market role
- AdTech Vendor
- Official website
- openx.com
What OpenX does
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.
Category differentiation
OpenX is an independent programmatic SSP and ad exchange, not a DSP or a consumer media platform. It should be distinguished from full-stack walled gardens and from publisher ad servers focused only on serving ads.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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 generates 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.
Company news briefing
Briefing updated:
OpenX has expanded its leadership team with the appointment of John Rogers as Senior Vice President of Global Publisher Development, while continuing to advance its programmatic and privacy infrastructure via the OpenX IQ machine learning suite. The company demonstrated ongoing supply-side performance through OpenXSelect™, which recently increased healthcare professional reach by 32% for Wrango, and published new guidance on supply-side targeting for political campaigns alongside compliance strategies for child-directed inventory.
Business model & monetisation
The company primarily monetises through a percentage take-rate on programmatic transactions executed through its exchange and SSP. Secondary monetisation comes from enterprise SaaS-style platform access and contracted commercial arrangements for curation, yield management, identity resolution, auction insights and developer infrastructure. Some API and data products are likely priced on usage, volume or negotiated enterprise terms rather than pure seat-based subscriptions.
- Programmatic exchange and SSP transaction fees
- Percentage take-rate on media spend or cleared auction volume
- Publisher monetisation and yield tools
- Enterprise SaaS / platform contracts
- Curation and curated packages
- Platform fees and deal-based commercial terms
- Identity and auction data APIs
- Usage-based API and data access fees
- Developer infrastructure
- Enterprise licensing and integration-led commercial agreements
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
OpenX
IAB vendor record: 69
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 4, 7, 10, 11
- Declared special purpose IDs
- 1, 2, 3
- Indexed sellers.json entries
- 11,457 · openx.com
Products & market categories
Competitors & alternatives
- Index Exchange
Independent supply-side platform for programmatic monetisation and curated deals.
- PubMatic
Independent adtech platform for publisher monetisation and programmatic supply.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
OpenX Names John Rogers SVP of Global Publisher Development
Hiring · Recorded impact score: 2/5
OpenX, the advertising technology company, has appointed John Rogers as Senior Vice President of Global Publisher Development. Rogers will lead the company's global publisher development strategy, focusing on strengthening relationships with publishers and driving growth. He brings extensive experience in the ad tech industry, having previously held senior roles at major platforms. This appointment is part of OpenX's broader commitment to enhancing its supply-side offerings and supporting publisher partners.
- OpenX appoints John Rogers as SVP of Global Publisher Development.
- Rogers to lead global publisher development strategy.
Givsly Extends AI Values-Based Audiences to Political Advertising
Political Advertising · Recorded impact score: 2/5
Givsly, a values-based marketing company, announced its AI-driven audience discovery solution is now available for political advertising. The offering uses Values-Based Audiences, built with a vector methodology that combines values, inferred motivations, and behavioral signals at ZIP code level, rather than individual-level voter files. Political campaigns and PACs can segment communities based on more than 150 tracked values and issues, overlay their own voter files, turnout models, or CRM data, and aim to reduce wasted media spend. The audiences will initially be available through OpenX and Index Exchange via Index Marketplaces, with a broader rollout planned. Givsly says the solution uses aggregated, modeled signals rather than individually identifiable voter data.
- Givsly announced availability of its AI-driven Values-Based Audiences for political advertising.
- Audiences are modeled at the U.S. ZIP code level using aggregated AI modeling rather than individual voter files.
OpenX CTO Joel Meyer Named Prebid.org Chairman
Header Bidding · Recorded impact score: 3/5
Prebid.org has appointed OpenX CTO Joel Meyer as its new chairman after he served as interim chair following recent leadership departures. In May, Prebid’s president Mike Racic, chairman Garett McGrath and product director Christian Janelli left the organization. Meyer, a board member since 2023 who also sits on the IAB Tech Lab board, said his immediate priority is hiring a new Prebid president ahead of the Prebid Summit on October 13. Prebid is focusing on helping publishers navigate revenue and traffic declines driven by AI search and new agentic ad-selling tools, while remaining protocol-agnostic and supporting standards such as AgenticAdvertising.org’s AdCP. Meyer emphasized maintaining Prebid’s open-source, neutral role to preserve transparency and collaboration across buyers and sellers as the programmatic ecosystem adapts to agentic and LLM-driven changes.
- Joel Meyer, OpenX CTO, was appointed chairman of Prebid.org after serving as interim chair.
- In May, Prebid’s president Mike Racic, chairman Garett McGrath, and director of product management Christian Janelli left the organization.
Wrango Finds 32% more HCPs with Supply-Side Targeting via OpenXSelect™
Recorded impact score: 5/5
Wrango Finds 32% more HCPs with Supply-Side Targeting via OpenXSelect™
Culture Hive Integrates Cultural Targeting with Magnite
Contextual Intelligence & Targeting · Recorded impact score: 3/5
Culture Hive Media Group, led by founder and CEO Joe Ligé, argues that advertisers should target cultural signals — communities, rituals, interests and identity — rather than traditional demographics. Culture Hive built a Cultural Relevance Score (CRS) to quantify how closely content, creative or audiences align with a defined culture. The company says CRS segments are available across programmatic channels and that CRS was integrated into Magnite’s ClearLine platform. Culture Hive reports performance improvements in some cases (up to 4x ROAS and a 300% retail-media lift) and claims CRS can flag tokenism, stereotyping or culturally insensitive creative before campaigns launch. The interview was conducted at Cannes and emphasizes that cultural targeting requires sustained investment in emotional equity, not one-off placements.
- Culture Hive Media Group developed the Cultural Relevance Score (CRS) to measure cultural resonance between audiences and inputs.
- Culture Hive announced integration of its CRS into Magnite’s ClearLine platform.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Buyer Development Sr Director DACH(Director) | Buyer Development | Dusseldorf | |
| Motion Design & Video Editor (Temporary)(Mid-Level) | Marketing & Communications | US - Remote | |
| Senior Test Automation Engineer IV(Senior) | Technology | Krakow | |
| Business Intelligence Data Analyst(Mid-Level) | Finance | US - Remote | |
| Big Data Engineer IV(Senior) | Technology | Krakow |
Explore company relationships
Questions about OpenX
What is OpenX?
OpenX is a private advertising technology company that operates a supply-side platform, ad exchange and related identity, curation and analytics tools for programmatic advertising.
Who uses OpenX?
Its users include publishers, app developers, DSPs, agencies, advertisers, monetisation teams, ad operations teams and adtech developers.
How does OpenX make money?
It mainly earns a take-rate on programmatic media transactions and also generates revenue from enterprise platform, API, identity, curation and data products.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
26 publicly documented primary sources and citations linked across the market graph.
Continue your research on OpenX
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.