OpenX Launches in Mexico to Accelerate Programmatic Access to Premium Media for Brands and Agencies

Michelle Feerman joins as the company’s first hire in the region, bringing deep adtech expertise to support OpenX’s expansion across Latin America.

MEXICO CITY, Mexico, July 21, 2025 – OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, today announced its official launch in Mexico as the first step in a broader LATAM expansion strategy. The move reflects growing regional demand from both advertisers and publishers for high-quality programmatic solutions that deliver transparency, performance, and premium media experiences.

As part of this market entry, Michelle Feerman has been appointed as Senior Sales Director, LATAM, and will serve as OpenX’s first hire in the region. Based in Mexico City, Feerman will lead demand-side strategy and business development across Latin America, starting with a focus on connecting agencies and brands in Mexico to OpenX’s premium, brand-safe inventory.

Reporting to Jeff Harp, Regional VP, U.S. West, Central, & LATAM, Feerman will partner closely with brands and agencies across the region to help them unlock greater control over their media investments—enabling them to activate curated supply strategies through the DSPs of their choice while aligning more directly with key publisher partners. 

As advertisers in LATAM increasingly look to SSPs for transparency, efficiency, and strategic guidance, Feerman will play a central role in introducing these new possibilities to market. She will also contribute critical regional insights to OpenX’s global product feedback loop, supporting the evolution of OpenXSelect, the company’s newly launched curation platform built to give buyers smarter, more streamlined access to high-quality inventory.

Feerman joins OpenX with nearly a decade of experience in digital media and adtech across LATAM. She began her career at Google, where she first gained deep insights into digital ecosystems before transitioning into programmatic media buying roles at Webedia and Adsmovil. Most recently, Feerman led the Mexico team at Integral Ad Science (IAS), spearheading strategic sales initiatives, building key agency relationships, and introducing innovative solutions into emerging markets like Mexico.

“OpenX is exactly what the Latin American market needs right now: transparent, responsible, and results-driven programmatic solutions,” said Michelle Feerman Senior Sales Director, LATAM at OpenX. “I’m excited to join a team that’s not only committed to quality inventory but also genuinely invested in approachable AI and supply-side targeting. The potential in LATAM is immense, and I’m eager to help bring real, on-the-ground insights to help buyers make smarter and more impactful decisions with OpenX as a trusted partner.”

Feerman’s appointment marks an important step in OpenX’s growth trajectory, reflecting its ongoing commitment to bringing much-needed transparency to biddable CTV and OTT and upholding high inventory quality standards, which has positioned the company as a preferred SSP for premium publishers and buyers globally.

“Michelle’s experience in the region and passion for building client-centric strategies make her uniquely qualified to drive OpenX’s expansion into Mexico,” said Jeff Harp, Regional VP, U.S. West, Central, & LATAM at OpenX. “Buyers in LATAM are looking for partners who can help them navigate a rapidly evolving digital landscape. Michelle’s proven ability to build trusted relationships and deliver go-to-market value will be critical as we grow our presence in Mexico and beyond.”

See the release on BusinessWire

About OpenX

OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side targeting, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 15-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.