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Audience Data Sessions: Q&A with OpenX

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By: Michael Guzewicz, Vice President of Strategic Partnerships

Can you introduce yourself and tell us more about your role at OpenX? 
As Vice President of Strategic Partnerships, I’m responsible for OpenX’s relationships with our 80+ direct data and identity partners, like Eyeota. OpenX is known for our ID graph, which encompasses those partners and powers our data-driven curation.

 

 

Why have you partnered with Eyeota?​
This partnership pairs OpenX’s direct access to premium inventory and the industry’s largest independent supply-side identity graph with Eyeota’s addressable, privacy-compliant audience data. Data-driven curation has become a crucial path to allowing brands to leverage precise and relevant data to reach their desired audiences more effectively and achieving superior campaign performance.

 

 

In which markets do you operate? ​
OpenX operates globally, with dedicated coverage in every major ad market.

 

 

Can you discuss the importance of audience data in today’s digital advertising landscape?​
In order to increase incremental reach against qualified audiences and decrease data and inventory costs, brands and agencies are increasingly focused on data and identity targeting on the supply-side. Partnerships like the one between OpenX and Eyeota are so important because they help buyers efficiently unlock addressability across new channels and regions.

 

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Can you discuss the SSP landscape and the rise of SSP targeting?
Differentiated SSPs have evolved to be strategic solutions for brands and agencies. As media buys are increasingly transacted programmatically, buyers are turning to SSPs as effective partners in ensuring they’re meeting performance metrics, getting the transparency they deserve, and adhering to privacy standards.

 

We’re seeing that direct access to supply is more important than ever – alongside data-driven curation solutions that allow brands and agencies to leverage audience, behavioral, or retail data to efficiently reach qualified consumers at scale.

 

 

What's a data prediction for 2025 to keep an eye out for?

Media responsibility means a lot of things to a lot of people, but in 2025 there will be a global focus on consumer privacy and sustainability, and we’ll see brands and publishers adjust their strategies accordingly. Solutions like this partnership, which takes into account the downstream implications of these regulations and provides direct paths to inventory to prevent data leakage, will only become more more important in 2025.

 

Want to Learn more? Chat to the Data Desk!

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