Observed Signal · Oct 16, 2026 · Market Signal · Source: OpenX · Impact: 2/5
Supply-Side Targeting Spend Doubles as Buyers Move Beyond Inventory Curation
OpenX announces that supply-side targeting spend has doubled as buyers move beyond inventory curation.
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Target Voters by Values: OpenX Launches New Ad Tool
OpenX launched a sell‑side curation and targeting solution for political advertisers in partnership with data provider Givsly. The tool lets campaigns target voters by shared values (not party affiliation) across premium CTV and digital publisher inventory; launch partners include Newsweek, Plex, Xumo and Scripps. Givsly derives signals from over 500 nonprofits to build values-based audiences, which OpenX matches to its identity graph and packages into deal IDs for direct or programmatic activation. The product includes publisher controls (advertiser approval lists, creative review, allow lists) via the OpenXSelect curation platform. AdImpact projects roughly $10.8B in political ad spend this year, underscoring demand for curated, brand-safe supply.
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.
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