Automated discounts from curation and data partners now accessible via OpenX, making it the pioneering platform for agencies.
OpenX Technologies, Inc. has launched a new proprietary feature, OpenXSelect, aimed at revolutionising the supply-side targeting platform market. This innovative solution provides buyers with access to transparent, high-quality news from over 80 curation and tech partners.
With OpenXSelect, buyers can unlock discounts across their full technology partner portfolio, including trusted third-party data providers, format companies, and measurement providers. This means brands and agencies can preserve more budget for working media while optimising media performance and prioritising transparency.
On September 17th, 2025, OpenX introduced a feature that allows buyers to receive automated discounts from these partners within OpenXSelect. Once a buyer negotiates a discount agreement with any partner, they can activate at reduced rates across key programmatic channels, such as Connected TV (CTV), without any added setup or operational lift.
Partners such as Audigent, a part of Experian, Captify, Rippl, and others are part of this initiative. The feature offers broad flexibility for both managed and programmatically curated news, enabling buyers to test, scale, or switch solutions with ease.
OpenX works with more than 200,000 premium publisher domains and facilitates the technical enablement, allowing for fast activation and tangible ROI. Matt Sattel, chief revenue officer at OpenX, stated that the feature enables more efficient media buys, better outcomes, and a tangible performance edge without compromising publisher monetization.
The solution opens up new pathways for brands to activate high-performing news seamlessly. It also enables marketing data collaboration that delivers scalable, measurable value to buyers. Greg Williams, senior vice president of partner success at Audigent, expressed excitement about the new solution expanding access to supply path optimization.
However, there are no specific publicly available details regarding which partners have joined OpenXSelect to offer automation discounts. The curation or tech partner simply enables the discount within their OpenXSelect account at the buyer's seat ID level or via deal IDs.
OpenX is a trusted partner of the world's largest publishers, and the new feature provides access to an identity graph covering 237m+ US users. The company's commitment to transparency, efficiency, and performance continues to set it apart in the ever-evolving digital advertising landscape.
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