"In recent years, buyers have become "a lot more savvy," OpenX CTO Joel Meyer told AdExchanger. Many such advertisers, he said, are seeking ways to sit closer to their ad inventory sources, which affords better access to data signals that influence buying decisions. On Tuesday, relatedly, OpenX (an SSP that also caters to the buy side) announced OpenXBuild, a suite of API solutions for advertisers to better control ad performance."
"The suite includes three APIs, each with a unique function: the Auction Insights API (which gives a historical view of bidstream events, like exposures and auction outcomes), the Identity Resolution API (an audience graph so data partners and advertisers can introduce audience segments to target or sell) and the Real-Time Bidstream API (where advertisers can introduce custom logic and models). One pilot partner is the CTV ad-buying startup tvScientific, which was recently acquired by Pinterest. It has been testing uses for the Real-Time Bidstream API."
The programmatic ecosystem is moving toward more agentic systems while human buyers expect greater control. Buyers have become "a lot more savvy" and seek to sit closer to ad inventory to capture data signals that affect buying. OpenX introduced OpenXBuild, a suite of three APIs — Auction Insights, Identity Resolution and Real-Time Bidstream — to give advertisers historical bidstream views, audience-graph capabilities and the ability to run custom logic and models within the supply path. Pilot partner tvScientific tested placing its AI model inside OpenX infrastructure to be "close to the supply," aiming for more efficient buying amid enormous impression volumes and tracking challenges.
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