Observed Signal · Mar 11, 2026 · Product Launch · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
OpenX and TVision Unveil Real-Time Attention Targeting for CTV
On 11 March 2026 OpenX Technologies launched OpenX Attention Targeting, a supply-side capability that lets advertisers target high-attention connected TV (CTV) inventory in real time. The solution is powered by TVision’s CTV attention measurement and is available exclusively through OpenXSelect. TVision’s passive, in-home person-level panel feeds predictive attention models that are combined with OpenX bidstream signals (time of day, device type, viewing duration) to enable pre-bid targeting across TV by OpenX supply. Advertisers can apply attention targeting to curated deals via self-serve or managed workflows, layer attention with audience, content, and contextual targeting, and access reach via OpenX’s identity graph (231M+ monthly uniques). OpenX and TVision position the launch as a move from post-campaign attention measurement to real-time optimisation of CTV performance.
Introduces first supply-side, real-time attention-targeting capability for CTV that combines panel-based attention measurement with bidstream signals — this can change how buyers value and optimise CTV inventory but is not a major platform policy shift.
Track OpenX Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- OpenX launched 'OpenX Attention Targeting' on 11 March 2026.
- The capability is powered by TVision and available exclusively via OpenXSelect.
- Solution enables real-time pre-bid targeting of high-attention CTV inventory using predictive attention scores.
- TVision’s passive in-home person-level panel data is combined with OpenX bidstream signals (time of day, device type, viewing duration).
- OpenX says advertisers can reach 231 million-plus monthly unique users via its identity graph and apply attention targeting to any CTV deal within OpenXSelect.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
tvScientific Leverages OpenX APIs for Enhanced Ad Performance
OpenX announced OpenXBuild, a new suite of APIs designed to give advertisers closer control over ad performance by accessing bidstream data and signals. The suite comprises the Auction Insights API (historical bidstream events), the Identity Resolution API (an audience graph for targeting segments), and the Real-Time Bidstream API (real-time custom logic for bidding). tvScientific, a CTV ad-buying startup recently acquired by Pinterest, is testing the Real-Time Bidstream API as a pilot partner, integrating tvScientific’s AI model within OpenX’s infrastructure to achieve closer proximity to supply and improved bid decisions. OpenX CTO Joel Meyer notes that this approach helps quantify impressions by content type, geography, and channel, creating feedback loops to optimize future bids. The discussion also references the IAB Tech Lab’s Agentic RTB Framework and notes that MCPs can enable AI tool integration inside APIs, though bidstream interaction via MCP remains inefficient today.
OpenX Launches OpenXBuild APIs; tvScientific Pilots RTB Access
OpenX announced OpenXBuild, a suite of three API products designed to let advertisers operate closer to programmatic supply and better control ad performance. The suite includes an Auction Insights API (historical bidstream events), an Identity Resolution API (audience graph for segment activation/sales) and a Real-Time Bidstream API (allowing custom logic/models in the bidstream). CTV ad buyer tvScientific, recently acquired by Pinterest, is piloting the Real-Time Bidstream API and has tested running its AI model within OpenX infrastructure to tag and prioritize impressions by content, geography and channel. OpenX executives said the work was inspired in part by the IAB Tech Lab’s Agentic RTB Framework and reflects wider industry interest in containerized, agentic approaches to deploy buyer logic nearer to supply.
Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.