OpenX Technologies, Inc., one of the world’s leading omnichannel seller platforms, announced a new element of its partnership with Horizon Media: direct integration of the agency’s blu.ID with the OpenX platform. The first integration of its kind gives agencies and brands an easy way to enable first-party and custom audiences, including Horizon’s blue segments, into OpenX inventory via supplier targeting. Direct integration dramatically improves match rates, efficiency, and transparency for brands in CTV, mobile, and web environments.
“We have invested significant resources in blu.ID to provide a holistic identity framework and a full picture of the consumer journey. The ability to directly integrate our proprietary data offering allows us to drive targeting and measurement consistency across campaigns. We chose OpenX as our first programmatic direct integration partner because of their turnkey OpenAudience infrastructure that delivers higher match rates and fewer hops as a supply-side platform,”
“With their CarbonNeutral certified, 100% cloud-based technology, our advertisers now have a secure and effective path to activate their audiences while also reducing their carbon footprint. With such sophisticated and transparent identity capabilities, OpenX provides a differentiated supply-side targeting opportunity that points to the future of programmatic.”
Laura McElhinney, EVP, Chief Data Officer at Horizon Media.
The partnership extends beyond SPO, enabling same-day object delivery and easy transaction setup for faster transaction execution. This direct integration also ensures a higher match rate, so advertisers can activate more audiences, increasing the size and accuracy of each campaign. With superior security and privacy, shoppers benefit from increased loyalty and reduced data loss. The integration also provides log-level reporting for advertisers for the most accurate measurement and optimization.
“Our integration with Horizon’s blu.ID delivers a fast, accurate, and transparent identity-based offering, which helps advertisers dramatically increase performance. Supply-side targeting is the future of programmatic advertising, delivering higher match rates with a more direct path for marketers to activate their audiences. We’re excited that OpenAudience’s interoperable infrastructure and data capabilities allow Horizon to amplify its own data and identity investments through direct integration on the supply side. We look forward to leading the charge and enabling agency partners like Horizon to more effectively reach their audiences in CTV, web, and mobile environments,”
Brian Chisholm SVP of Strategic Partnerships at OpenX.