OpenX Technologies Inc., one of the top omnichannel supply-side platforms in the world, announced the debut of ConteX. Within the SSP, is an OpenX marketplace. It gives companies and agencies the ability to use both pre-made and custom premium contextual advertising solutions without requiring them to sign cumbersome contracts or wait a long time. Without relying on third-party cookies, this brand-new, future-proof invention delivers end-to-end targeting and activation.
The future of contextual buying
Buyers are increasingly looking for accurate and high-quality regionally suitable targeting solutions that eliminate the need for them to negotiate separate agreements with various data partners. 54 percent of marketers intend to employ contextual data more frequently in their campaigns as targeted media-buying changes in reaction to third-party devaluation. Additionally, ConteX provides contract-free contextual targeting options for customers. As a result, they can directly activate premium data partners within the SSP on conditions that have already been agreed upon. Additionally, it makes it simple for advertisers to implement strategies that are most effective in their area without having to negotiate terms with each partner. Additionally, ConteX blends contextual and supply-side targeting to give more premium supply, higher accuracy, and unmatched insights into programmatic campaigns.
Effective targeting, contract-free activation, and broader scale
With ConteX’s data partners reaching well beyond on-page content, contextual targeting has grown more sophisticated and efficient. Cooking aficionados are targeted in any vertical or type of premium content they are engaging with, rather than only through cooking-related material, using models to forecast audience behavior. With ConteX, OpenX continues to advance in its mission to create solutions that prioritize both innovation and quality. Without using cookies or authenticated IDs, each ConteX premium data partner employs a unique, proprietary methodology to let customers reach highly targeted audiences anywhere:
- Audigent: a data activation, curation, and identity platform
- Captify: a search intelligence platform for the open web
- Cross Pixel: audience and contextual targeting solutions
- Dstillery: a leading AI ad-targeting company
- Permutive: an audience platform powered by publisher first-party data
- Silverpush: a hyper-contextual advertising platform powered by AI
- Sqreem: a digital behavior aggregator where AI merges deep insights and media targeting.
OpenX creates an audience and shares a data-driven deal ID with the buyer to activate these segments. The buyer then activates the deal ID within their preferred DSP after working directly with the data partner to set up the audience.
Here’s what they said
Joseph Worswick, VP of EMEA and Head of Global Sustainability at OpenX said,
This enhancement in OpenX’s supply-side targeting capabilities provides brands with a valuable solution ahead of the deprecation of the third-party cookie. This off-the-shelf innovation helps brands navigate complex regional compliance requirements related to data and targeting, reducing the workload of programmatic traders. This is an important step towards providing effective targeting solutions for the open web, which will ultimately help brands reach their desired audiences more effectively.
The FTC (Federal Trade Commission) announced a $2 million settlement with OpenX, a programmatic advertising platform, for allegedly gathering personal information from children under the age of 13 without parental consent.
The Department of Justice accused the California-based corporation of acquiring geolocation data from consumers who expressly asked not to be followed through the opt-out option, according to the complaint filed on behalf of the FTC.
According to the lawsuit, OpenX, which runs a real-time bidding platform for providing ad space on websites and mobile applications, violated the FTC’s Children’s Online Privacy Protection Act Rule (COPPA).
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Before collecting, using, or disclosing personal information from children under the age of 13, websites, apps, and other online services that are child-directed or intentionally gather personal information from children must warn parents and obtain their consent.
Hundreds of child-directed applications were inspected by the FTC, and it was discovered that these apps engaged in the OpenX ad exchange, which gathered personal information from children under the age of 13, in violation of the COPPA Rule. The FTC claims that OpenX collected personal data and then passed it on to third parties who used it to serve advertising to these app users.
While OpenX said via a blog post that “to put it plainly, it was a mistake”, FTC commented on the issue –
“OpenX has received millions, if not billions, of ad requests directly or indirectly from child-directed Apps, and transmitted millions, if not billions, of bid requests containing personal information of children to OpenX’s demand-side partners. These requests included location information and persistent identifiers used for online behavioral advertising.”
This agreement demonstrates how US regulators are actively scanning and monitoring digital ad marketplaces, data collecting, and privacy issues on the internet.