Curate, Control, and Perform. With Complete Transparency

OpenXSelect™ is a next-generation curation and supply-side targeting (SST) platform for brands, agencies, and data partners, with quality supply, performance, and full control across all channels.

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Key benefits

Supply Quality
and Control

Supply Quality and Control

Control where your ads run. Ensure quality with direct publisher connections, curated inventory, AI-driven quality scores, and supply authentication and protection, powered by trusted partners.

Scaled Audience Targeting

Double your reach against qualified cross-channel audiences with the largest independent supply-side identity graph, including more than 242 million connected TV (CTV) users.

Optimize Performance, Strengthen Insights

Improve campaign performance with real-time, pre-auction intelligence. Access easy-to-use proprietary predictive AI and bidstream decisioning, or deploy partner models to reduce waste and enhance outcomes.

Maximize Customization and Control

Set your own standards and easily curate or target using intuitive tools designed for your team’s success

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By the Numbers

150k+

Direct publisher domains

11x+

Lower cost-per-action using AI-powered optimization tools*

*Source: OMD, major tech brand, 2025 campaign

2x

Higher match rate using the OpenX identity graph versus industry standard**

** Source: Merkury, major grocery store, 2025 campaign

“OpenXSelect provides curation that is totally transparent, with levers that put the control in the buyers’ hands. Not only will we get the ability to drive outcomes against specific KPIs end-to-end and access OpenX’s proprietary identity graph, we’ll also gain the confidence of high-quality supply and the time-savings of an intuitive design.”

Wayne Blodwell / Global SVP, Programmatic

Confused by Curation? We Can Help

Curation and SST work better together. Use curation to control quality, then layer on SST to reach consumers, and drive performance and reach

Curation

Curation lets buyers select and organize ad inventory beyond simple site lists. Curated deals provide controls for quality, brand suitability, and contextual relevance, and are easily transacted across demand-side platforms (DSPs).

Supply-Side Targeting (SST)

SST is the evolution of programmatic curation. Buyers can apply first-, second-, and third-party data, as well as custom decisioning models, before the auction, improving campaign performance, efficiency, and scale in real time.

Confused by Curation? We Can Help

Curation and SST work better together. Use curation to control quality, then layer on SST to reach consumers and drive performance and reach.

Curation

Curation is the practice of organizing digital ad inventory into curated packages, either ready-built or custom, to meet a brand’s needs. Curation simplifies programmatic buying by creating deal IDs aligned to brand preferences—delivering predictability, transparency, and safety at scale.

Supply-Side Targeting (SST)

Supply-Side Targeting is the next evolution of curation. It layers advanced audience and performance data directly into curated packages using: First-, second-, or third-party audience segments, AI/ML models for attention, conversion, or engagement, identity data and predictive signals. This data is integrated within the supply path, eliminating extra hops, minimizing data loss, and maximizing relevance.

Activate Media Buys With Turnkey, Curated Inventory, or Data-Driven Audience-Targeting Packages

Gamers

US consumers spent over $26.7 billion on mobile games in 2025. OpenX’s curated gamers package reaches highly engaged consumers across video and display inventory at scale. Win with brand-safe inventory that reaches gamers enraptured by their favorite gaming apps and sites.

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Live Sports

Get in on all the action with live sports content via high-quality inventory from TV by OpenX. Ensure you reach highly engaged sports fans this season as they tune in live to cheer on their favorite teams on MLB Network, Fox Sports, DirecTV, and more.

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Our Partners

With more than 80 directly integrated data partners, customers can enhance their curation, SST, and measurement strategies for any screen and any campaign objective.

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