The new intelligence layer empowers buyers with greater control, improved performance, and less waste across media workflows.

NEW YORK: OpenX, The Intelligent SSP, today announced the launch of OpenX IQ, a suite of proprietary AI and machine learning capabilities to give buyers greater quality, control, and performance across every stage of the media workflow. OpenX IQ introduces an intelligence-driven approach to media buying, enabling advertisers, agencies, and publishers to customize media buying decisions at scale by leveraging high-fidelity supply-side data and embedded automation across the media workflow.

With nearly half of advertisers (46%) planning to use AI for media strategy, bidding optimization, and mid-flight optimization, buyers face a new challenge: a lack of clear, trustworthy signals to differentiate quality and drive outcomes. At the same time, 35% of marketers cite a lack of transparency in how AI makes decisions, underscoring the urgency for intelligence that is understandable, controllable, and actionable.

With features found in OpenXSelectTM and accessible through OpenXBuildTM, OpenX IQ directly addresses this moment by embedding high-fidelity supply-side signals - where data is most complete - into media workflows, leading to improved performance and reduced waste.

Ranked one of the largest SSPs globally for direct publisher partnerships by Jounce, OpenX has the scale and quality of supply to make that intelligence matter. Rather than offering opaque, feature-driven AI, OpenX delivers disciplined, purpose-built intelligence that integrates seamlessly into existing workflows while maintaining clarity and control for buyers.

“In a market that keeps consolidating, supply diversification isn't optional. It's how we protect our clients' investments and performance,” said Oleg Korenfeld, Chief Technology Officer at CMI Media Group. “OpenX IQ helps with the strategy: independent identity capabilities, direct publisher relationships, and quality we can actually verify.”

Operating as a unified intelligence layer across the media workflow, OpenX IQ capabilities include:

• Inventory Quality Scoring: Evaluates and scores inventory using high-fidelity supply-side signals to deliver greater transparency, consistency, and control over media quality, enabling buyers to differentiate value beyond surface-level metrics.
• Audience Modeling: Uses machine learning to identify and extend high-value audiences - including those with strong purchase propensities - enabling precision targeting and scale.
• Attention and Engagement Modeling: Applies predictive intelligence to measure and activate against attention and engagement signals, helping buyers prioritize impressions most likely to deliver meaningful exposure and impact.
• Performance Modeling: Uses custom decisioning models to optimize bidding and delivery toward impressions most likely to drive measurable outcomes.
• AI Selling and Workflow Agents: Reduce complexity through LLM prompts and agentic workflows without removing transparency or control from the buyer.

"Buyers today are navigating a programmatic landscape that is faster and more complex than ever," said Joel Meyer, CTO at OpenX. "OpenX IQ is our answer to the industry's demand for intelligence that is transparent, practical, and built for the way buyers actually work - not by claiming more AI, but by delivering intelligence that buyers can trust and understand, customize, and apply with ease across channels, including CTV.”

OpenX IQ reflects the company’s broader strategy to lead with quality and performance in programmatic advertising. By embedding intelligence directly into its platform - where signals are most complete - OpenX enables partners to move beyond cost-based decisioning and focus on measurable outcomes.

About OpenX

OpenX is The Intelligent SSPTM (supply-side platform), simplifying advertising for marketers, advertisers, and publishers worldwide. As one of the largest SSPs globally, OpenX combines the industry’s only fully cloud-based infrastructure with leading AI capabilities to make digital advertising easier and more effective across every format, including CTV. Built to responsibly deliver quality, performance, and adaptability, OpenX makes digital advertising safer, smarter, and built for what’s next. Learn more at www.openx.com.

Fonte: Business Wire