We’re excited to announce that TV by OpenX has earned the new “CTV Innovation Award” in the seventh annual MarTech Breakthrough Awards. This recognition underscores the strong buyer and seller demand for transparent, direct supply. It also reinforces OpenX’s work to realize the full potential of biddable CTV for all parties as our independent supply-side platform (SSP) continues to provide partners with greater transparency and control.
The MarTech Breakthrough Awards recognizes the most innovative companies, technologies, and products in the global field of marketing, sales, and advertising technology. OpenX stood out among over 4,000 nominations and is honored to be considered as an innovating force in the programmatic adtech ecosystem.
Celebrating a Milestone in CTV Innovation
When buyers are able to maximize their working media and confidently invest in biddable CTV, publishers are able to maximize inventory monetization, leading to incremental revenue for publishers and broadcasters. This positive feedback loop — where higher-quality content attracts more viewers, which in turn creates more premium ad inventory — benefits the entire ecosystem.
OpenX was the first SSP to eliminate all resellers from its CTV inventory. We took this stand because we believe it’s important to support a biddable CTV ecosystem that publishers can feel confident putting their inventory into and getting an appropriate value for that inventory. As an SSP, it’s crucial that we support publishers’ ability to monetize their content efficiently and effectively.
This action also eliminates hops, which reduces carbon emissions and maximizes working media. For buyers, the transparency of knowing exactly what they’re getting for their CPMs should be table stakes. By volunteering ourselves as the head of the CTV cleanup crew, we’re delivering much-needed innovation to the CTV ecosystem.
“When we set out to unlock the full potential of biddable CTV last year, we knew that a forward-looking marketplace founded on transparency would resonate with our partners,” said Geoff Wolinetz, SVP of Publisher and Demand Platforms at OpenX. “This prestigious recognition highlights our commitment to driving innovation in the CTV industry.”
