One of the top global omnichannel supply-side platforms, OpenX Technologies, has announced the launch of TV+, a continuous project to maximize CTV’s potential by fusing the most potent elements of programmatic and linear buying models. Due to an over-indexing of intermediaries in the current CTV landscape, buyers are unable to purchase in biddable media environments efficiently. Furthermore, it’s common for agencies and brands to pay CTV CPMs without having complete visibility into what they’re purchasing.
The CTV Landscape
Buyers cannot confidently rely on their KPIs when non-TV content is labeled as CTV, devaluing publishers’ premium content. With immediate effect, OpenX will remove all resellers from its CTV inventory pool in TV+’s initial phase, . This action also guarantees that publishers receive a fair portion of sales, which supports the creation of excellent content for users. Furthermore, OpenX is going to eliminate all non-TV content from its CTV inventory, which includes gaming UGC, OTT, mobile, and fireplace apps. Although OpenX intends to monetize these kinds of inventories as online video instead of CTV, this TV+ phase appropriately categorizes content, offering more exclusive advertising opportunities, a distinct inventory value, and more precise measurement.
What’s in it for publishers?
Publishers may confidently place their premium inventory into biddable environments as part of TV+’s initial step toward transforming programmatic CTV into a premium marketing opportunity, all the while providing brands and agencies with complete transparency into what they’re purchasing. TV+ provides publishers, agencies, and DSPs with an equitable and transparent value exchange through these innovations. Buyers can access direct premium publisher integrations on over 110 million measurable “glass-on-wall” devices by subscribing to TV+. Visibility into impressions is provided by log-level data, and transparency and control are enhanced by this access to direct-sourced inventory. Additionally, by guaranteeing that they are receiving premium content, this initial TV+ phase protects the interests of consumers.
Here’s what they said
Adam Roodman, SVP of product strategy and management at Yahoo said,
CTV is a powerful channel for marketers to reach and engage with their audiences. As this happens, solutions that prioritize control and transparency will enable buyers to lean into their KPIs in biddable CTV environments, helping them further realize the full promise of programmatic CTV.
Ashwin Navin, co-founder and CEO at Samba TV added,
As more marketers choose CTV for incremental reach over linear, there’s tremendous value for the ecosystem in scaling reach beyond direct buys. Solutions that provide trust and transparency empower data providers to scale audiences in CTV and digital while increasing confidence in biddable environments and optimizing working media.
Chris Kane, founder of Jounce Media stated,
The long-term growth of biddable TV advertising requires buyers and sellers to have confidence in marketplace integrity. OpenX’s TV+ creates these conditions, ensuring media buyers get the quality they expect from their TV investments and ensuring media owners, not supply chain intermediaries, are the beneficiary of those investments.
Geoff Wolinetz, SVP of publisher and demand platforms at OpenX commented,
I’ve spent the majority of my career in TV, and ensuring that CTV doesn’t repeat the same cycles as digital is imperative to the success of programmatic TV. As we embark on creating the future of CTV, we have the opportunity to make programmatic TV more efficient and effective by ensuring content is fit for purpose, accessed directly, and demand and supply partners have transparency across the value chain. This will positively impact buyer confidence, enabling them to implement key strategies such as incremental reach.