Observed Signal · Nov 10, 2026 · Interview · Source: AdAge · Impact: 2/5 · Sentiment: Neutral
OpenX VP: Context, AI Key to Cookieless Targeting
Ana Calabrese, VP of engineering and data science at supply-side platform OpenX, discusses the shift in audience targeting from personal identifiers to contextual cues. As identifiers become harder to access, first-party data alone lacks context. She argues that impression-level details—such as where, when, and how an ad appears—are strong performance predictors. AI is well-suited to weigh these factors together, even without personal data. The interview, part of Ad Age's 'Data Unfiltered' series, highlights OpenX's focus on privacy-centric, AI-driven targeting solutions.
The article provides an industry viewpoint on the shift from personal data to contextual targeting, which is a relevant trend in AdTech, but it's an interview without major announcements.
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Key Takeaways & Evidence Grounding
- Ana Calabrese is VP of engineering and data science at OpenX.
- The interview is part of Ad Age's 'Data Unfiltered' series.
- Calabrese advocates for using contextual impression data over personal data for ad targeting.
- AI is highlighted as a tool to weigh contextual factors for predicting ad performance.
- Publication date: November 10, 2026.
Connected Companies & Entities
“OpenX is the supply-side platform where Ana Calabrese works as VP of engineering and data science.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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