OpenX & TVision Launch First Supply-Side Attention Targeting Solution for CTV

"Powered by TVision, the industry leader in CTV attention measurement, and available exclusively through OpenXSelect, this new integration enables advertisers to reach the most engaged CTV audiences and improve campaign impact through pre-bid targeting. As CTV ad spend is projected to grow nearly 14% this year, advertisers are demanding greater transparency and improved performance."

"In this unique solution, data from TVision's passive, in-home person-level panel powers predictive attention models grounded in actual viewer engagement. These models are then combined with OpenX's real-time bidstream signals, including time of day, device type, and viewing duration, to enable precise targeting across TV by OpenX supply."

"Buyers can apply attention targeting to any CTV deal curated within OpenXSelect, whether through self-serve or managed service workflows. Advertisers leveraging OpenX Attention Targeting can reach the most engaged CTV viewers across 231 million-plus monthly unique users via OpenX's identity graph."

OpenX Technologies introduced OpenX Attention Targeting, a new capability allowing advertisers to target high-attention CTV inventory in real time. Powered by TVision's attention measurement technology and available through OpenXSelect, this solution combines TVision's passive, in-home person-level panel data with OpenX's real-time bidstream signals including time of day, device type, and viewing duration. Advertisers can reach over 231 million monthly unique users, layer attention signals with audience and contextual targeting, and curate PMP deals with high-attention inventory. The integration addresses fragmentation in the CTV market and enables impression-level engagement measurement, converting measurement into optimization as CTV ad spend grows approximately 14% annually.

Read at Exchangewire