Observed Signal · Jan 6, 2026 · Product Launch · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
OpenXBuild: Revolutionizing Real-Time Ad Performance Control
OpenX Technologies announced OpenXBuild, a new software suite designed for brand and agency buyers to control ad performance in real time, leveraging first-party data and proprietary decisioning logic. OpenXBuild includes APIs such as Auction insights API (BIDS), Identity resolution API using OpenX's identity graph, and Real-time bidstream API, enabling pre-auction decisioning and lower costs. The identity API spans over 237 million US users and 150 million CTV devices, supporting cross-channel targeting. tvScientific adopted the real-time bidstream API to optimize programmatic campaigns, reporting a 70% reduction in cost-per-conversion on OpenX traffic. The solution emphasizes privacy-first data processing, low latency, and streamlined integration with fewer API calls, aiming to reduce operational overhead for buyers.
Product launch of a new advertising software suite by a major adtech company
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Key Takeaways & Evidence Grounding
- OpenX Technologies announced the launch of OpenXBuild, a software suite for real-time ad performance control on January 6, 2026.
- OpenXBuild provides APIs including Auction insights API (BIDS), Identity resolution API, and Real-time bidstream API.
- Identity resolution API uses OpenX’s identity graph and spans more than 237 million US users and 150 million CTV devices.
- tvScientific adopted the real-time bidstream API to improve programmatic campaigns, reporting a 70% reduction in cost-per-conversion on OpenX traffic.
- OpenXBuild supports low-latency, privacy-first data processing and pre-auction filtering across CTV, mobile, desktop, and app.
Connected Companies & Entities
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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.
OpenX Launches OpenXBuild Bidstream API Suite
OpenX announced OpenXBuild, a suite of three APIs designed to give advertisers closer control and visibility into programmatic bidstream activity. The suite includes Auction Insights (historical bidstream events), Identity Resolution (an audience identity graph for segment activation), and a Real‑Time Bidstream API that lets advertisers deploy custom logic and models inside OpenX infrastructure. Pilot partner tvScientific — a CTV ad‑buying startup recently acquired by Pinterest — is testing the Real‑Time Bidstream API to position its AI model nearer supply for improved tagging and bid decisioning. OpenX says the work was partly inspired by the IAB Tech Lab’s Agentic RTB Framework and reflects growing industry interest in containerized, agentic deployments within bidstream environments. OpenX and tvScientific executives described the approach as a way to increase efficiency and create feedback loops that prioritize similar impressions in future auctions.
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