OpenX
OpenX is an independent supply-side platform operating a programmatic ad exchange connecting 150k+ publishers to agencies and brands via OpenXExchange, OpenXSelect, OpenXControl, and OpenXBuild, with a proprietary AI layer (OpenX IQ) and the industry's largest supply-side identity graph covering 272M+ people.
- Company typePrivate
- Founded2007
- HeadquartersPasadena, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What OpenX does
OpenX is an independent supply-side platform (SSP) headquartered in Pasadena, California, founded in 2008 and operating globally across ten offices in North America, Europe, Asia-Pacific, and Latin America. The company provides programmatic advertising infrastructure that connects 150k+ direct publisher domains to demand-side platforms, agencies, and brand marketers through a four-product stack: OpenXExchange (real-time marketplace), OpenXControl (publisher yield management), OpenXSelect (curation and supply-side targeting), and OpenXBuild (modular APIs and containerized decisioning), with OpenX IQ providing an AI/ML intelligence layer across the workflow. The company operates the industry's largest independent supply-side identity graph, covering 272M+ addressable people in the U.S. and 242M+ connected TV (CTV) users, and processes 500B+ daily ad requests.
OpenX generates revenue primarily through transaction fees on programmatic advertising inventory sold through its exchange, supplemented by yield optimization services for publishers. Pricing is quote-based with multi-year enterprise contracts; no public pricing tiers are disclosed. The go-to-market combines enterprise field sales targeting holding companies, independent agencies, and brand marketers with a self-service motion via OpenXSelect and an API-first channel via OpenXBuild for technical partners. Customer segments are diversified across advertisers (Havas, OMD, CMI Media Group), publishers (The Guardian, Newsweek, Xumo), and verticals including CTV/streaming, gaming, sports, and automotive (Hyundai).
The company has historically been venture-backed, raising approximately $70.5M between 2007 and 2015 from investors including Accel, Index Ventures, Sapphire Ventures, and DAG Ventures, with no disclosed funding rounds since 2015 — implying sustained self-funded operation. Notable strategic milestones include pioneering header bidding (2008), building the first supply-side identity graph (2010), achieving 100% cloud-native architecture (2014), launching TV by OpenX as a direct CTV solution (2021), the Cookieless Deals Library (2023), and the AI-powered OpenX IQ and OpenXBuild platforms in 2026. Recent acquisitions (PubNation, Mezzobit in 2017) and partnerships (Chalice AI, Genius Sports, Philo in 2026) reflect continued investment in AI curation, CTV, and live-sports inventory.
OpenX firmographics
Firmographics- Name
- OpenX
- Legal name
- OpenX
- Website
- https://www.openx.com/
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- OpenX is an independent supply-side platform operating a programmatic ad exchange connecting 150k+ publishers to agencies and brands via OpenXExchange, OpenXSelect, OpenXControl, and OpenXBuild, with a proprietary AI layer (OpenX IQ) and the industry's largest supply-side identity graph covering 272M+ people.
- Ownership category
- akta.pro rank
Where OpenX is headquartered
LocationHeadquarters
- HQ city
- Pasadena
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
OpenX business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Programmatic Advertising Exchange: OpenX operates as a supply-side platform (SSP) earning revenue through transaction fees on programmatic advertising transactions. The platform connects publishers with demand-side platforms (DSPs) and agencies, taking a take rate on ad inventory sold through the OpenXExchange marketplace.
- Yield Optimization Services: Yield and monetization platform (OpenXControl) providing publishers with tools to maximize revenue from their ad inventory, with revenue generated through the transaction ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise/Quote-based pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
OpenX product offering
Product offeringCore offering
OpenX operates a supply-side platform (SSP) that connects publishers with demand-side platforms (DSPs) and agencies to enable programmatic advertising transactions across CTV, display, video, mobile, DOOH, and native formats. The platform generates revenue through transaction fees (take rates) on ad inventory sold via the OpenXExchange marketplace, supported by curation, identity resolution, AI-powered optimization, and yield management products.
Product overview
OpenX is an Intelligent SSP (Supply-Side Platform) offering a unified platform-plus-modules architecture. The core portfolio consists of four integrated products: OpenXSelect (curation and supply-side targeting), OpenXBuild (modular APIs and containerized solutions), OpenXControl (yield and monetization), and OpenXExchange (real-time marketplace). OpenX IQ adds a proprietary AI/ML intelligence layer across all products, while Curated Packages provides pre-built audience and inventory packages. The architecture enables advertisers and publishers to access quality media, privacy-forward targeting, and future-ready infrastructure with modular interoperability.
Differentiator
Problem solved
Functional benefit
Brands
- OpenXBuild: A software suite for building better, more flexible advertising solutions with modular APIs
- OpenXSelect
- OpenXControl
- OpenXExchange
- OpenX IQ
- TV by OpenX
Products and services
- OpenXSelect An interoperable curation, supply-side targeting (SST), and deal creation platform for brands, agencies, and data partners with quality supply, performance, and full control across all channels.
- OpenXBuild A software suite enabling marketers to build secure, performant, and interoperable advertising solutions using sustainable, cloud-native infrastructure with modular APIs for real-time bidding, identity resolution, and auction insights.
- OpenXControl
Quantifiable outcome
- 11x lower cost-per-action using AI-powered optimization tools (OMD, major tech brand, 2025 campaign)
- +5 more outcomes
Companies that use OpenX
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles4 records
OpenX technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability6 records
Feature11 records
OpenX partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- PhilocorePhilo launched pause ads accessible both directly and programmatically through OpenX's native ad server integration. Philo positioned as among the first in the industry to bring pause ads to market through both channels simultaneously.
- Chalice AIcorePartnership to enable AI-powered curation across high-quality video inventory, integrating Chalice's custom AI models into OpenXBuild's real-time bidding infrastructure. Early campaign results for Hyundai showed 20% reduction in cost per high-value action and 67% decrease in CPMs.
- Genius SportscorePartnership to expand distribution for Genius Sports' Moment Engine platform enabling real-time targeted advertising around in-game sports moments. OpenX is one of eight programmatic advertising platforms integrated with the solution.
- Genius SportscorePartnership announced at IAB NewFronts enabling programmatic access to Genius Sports' Moment Engine technology for real-time live sports targeting, extending beyond betting brands to financial services and food delivery advertisers.
- InPowered AIcoreOpenXBuild innovation partner offering custom adtech products and agentic AI solutions running on OpenXBuild infrastructure.
- TVScientificcoreOpenXBuild innovation partner offering custom adtech products and agentic AI solutions running on OpenXBuild infrastructure.
- SwymcoreOpenXBuild innovation partner offering custom adtech products and agentic AI solutions running on OpenXBuild infrastructure.
- 80+ Data PartnerscoreDirectly integrated data partners enabling customers to enhance curation, SST, and measurement strategies across screens and campaign objectives.
- DSP Partners (15+)coreDemand-side platform partners providing access to quality inventory across display, mobile, video, and CTV through OpenXExchange. Built-in quality standards drive efficiency across 150k+ direct publisher domains.
Scale indicators14 records
Recent moves6 records
Expansion highlights5 records
OpenX competitors and assessment
Company assessmentDirect peers
- Sovrn: Independent publisher-focused SSP and ad-tech platform competing for mid-to-long-tail publisher supply with similar yield-management positioning to OpenXControl.
- PubMatic: Publicly-traded independent SSP with comparable supply-path optimization, header bidding, and omnichannel (CTV, video, display) inventory. A close size and product analog to OpenX.
- Index Exchange: Independent global SSP focused on transparency and direct supply, competing head-to-head with OpenX for premium publisher inventory and agency demand.
- FreeWheel: Comcast-owned ad-tech platform serving premium video publishers, with overlap on CTV/TV ad serving and SSP capabilities comparable to TV by OpenX.
- Adform: European-headquartered independent ad-tech platform offering an SSP, DSP, and ad-server stack. Closest non-US comparable in product breadth to OpenX's four-product platform.
- Magnite: Largest independent SSP, formed via the merger of Rubicon Project and Telaria. Most directly comparable to OpenX on supply-side exchange, CTV, and curation offerings, and serves the same publisher and buyer base.
- TripleLift (Nexxen): Independent SSP now part of Nexxen, providing omnichannel programmatic supply across display, video, native, and CTV — competing with OpenXExchange and OpenXSelect for agency spend.
Emerging players
- Smart AdServer: Independent ad-tech platform with SSP, DSP, and creative tools, overlapping with OpenXExchange on omnichannel inventory monetization and OpenXControl on publisher yield.
Broad incumbents
- Google Ad Manager / AdX: Dominant ad exchange and SSP embedded within Google's broader ads stack. Competes with OpenXExchange for the same programmatic ad dollars but benefits from search/social first-party data and unlimited scale.
- Amazon Publisher Services: Amazon's Transparent Ad Marketplace provides header-bidding infrastructure for publishers. Competes with OpenX as a vertically integrated incumbent with retail-data advantages.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
OpenX social profiles
Digital presenceOpenX compliance and trust
Trust signalCompliance4 records
OpenX financial estimates
Financial estimateRevenue estimate
Valuation estimate
OpenX leadership team
Management profileNumber of profiles
Profiles13 records
OpenX funding detail
Funding detailFunding overview
Funding rounds7 records
Investors18 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OpenX M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OpenX
What does OpenX do?
OpenX operates a supply-side platform (SSP) that connects publishers with demand-side platforms (DSPs) and agencies to enable programmatic advertising transactions across CTV, display, video, mobile, DOOH, and native formats. The platform generates revenue through transaction fees (take rates) on ad inventory sold via the OpenXExchange marketplace, supported by curation, identity resolution, AI-powered optimization, and yield management products.
Is OpenX a public or private company?
OpenX is a private company. It is classified as venture growth investor backed and is currently operating.
When was OpenX founded?
OpenX was founded in 2007. It employs 251 to 500 people.
Where is OpenX based?
OpenX is headquartered in Pasadena, United States, in the North America region.
How does OpenX make money?
Two revenue lines are on record. Programmatic Advertising Exchange is the primary driver. The others are yield Optimization Services.
Who are OpenX's main competitors?
Direct peers on record are Sovrn, PubMatic, Index Exchange, FreeWheel, Adform, Magnite and TripleLift (Nexxen). Smart AdServer is listed as an emerging player. Broad incumbents are Google Ad Manager / AdX and Amazon Publisher Services.
Does OpenX have an API?
Yes. OpenXBuild provides three APIs: Real-Time Bidstream API enables advertisers to deploy custom data and decisioning in secure containers within OpenX cloud infrastructure for pre-auction audience targeting and smarter bidding; Identity Resolution API enriches audience data across identity frameworks using OpenX's interoperable supply-side ID graph reaching 272+ million people; Auction Insights API provides privacy-forward log-level data including people exposures, supply dynamics, and auction results for reporting, model training, and campaign optimization.