OpenGlass
OpenGlass is a New York-based supply-side platform that programmatically monetizes non-interruptive Connected TV advertising formats, including pause, home-screen, and overlay units, for CTV publishers and brand demand routed through partner DSPs and agencies.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What OpenGlass does
OpenGlass is a New York-based supply-side platform purpose-built for non-interruptive advertising formats on Connected TV. The company monetizes formats that do not disrupt playback, including pause ads, home-screen units, overlays, L-Bars, and emerging viewer-initiated moments on streaming services, rather than competing in the general pre-roll and mid-roll inventory market dominated by broad SSPs.
The platform operates as a two-sided programmatic marketplace: it integrates directly with CTV publishers (Xumo, FuboTV, and NBCUniversal are referenced; TripleLift is also associated with the broader ecosystem) to surface non-interruptive inventory, and routes that supply to demand-side partners including Yahoo DSP, PubMatic, Publicis Media Connect, IPG Team Beauty, and WunderKIND Ads. Revenue is generated through programmatic transaction fees and marketplace commissions on ad spend flowing through the platform, with the company describing itself as purpose-built for the entire non-interruptive category rather than as a horizontal ad-tech stack.
Commercially, OpenGlass has executed a small set of marquee brand campaigns as proof points, including a first-to-market programmatic pause-ad campaign for Ulta Beauty and a Zales campaign run through Xumo Play. It is currently expanding its product surface with beta access to in-content formats (L-Bars, Picture-in-Picture, Double Box) and has signaled advanced creative automation as a near-term pipeline capability, indicating a roadmap toward tooling that goes beyond pure inventory mediation.
OpenGlass firmographics
Firmographics- Name
- OpenGlass
- Legal name
- OpenGlass Inc.
- Website
- https://openglass.tv
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- OpenGlass is a New York-based supply-side platform that programmatically monetizes non-interruptive Connected TV advertising formats, including pause, home-screen, and overlay units, for CTV publishers and brand demand routed through partner DSPs and agencies.
- Ownership category
- akta.pro rank
OpenGlass industry classification
Industry- Product category
- Ad-tech / Connected TV Supply-Side Platform
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Cable & Other Pay Television Services (4841)
- akta.pro primary industry
- Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL)
Keywords
Where OpenGlass is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
OpenGlass business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- SSP Transaction Fees: OpenGlass acts as a Supply-Side Platform, earning fees from programmatic ad transactions between publishers (who sell ad space) and buyers (DSPs, advertisers, agencies) who purchase inventory. The platform enables publishers to monetize non-interruptive CTV moments including pause screens, home screens, and overlays.
- Marketplace Commission: As a digital advertising marketplace, OpenGlass takes a commission on transactions processed through their platform for non-interruptive CTV inventory across premium streaming platforms.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
OpenGlass product offering
Product offeringCore offering
OpenGlass operates a purpose-built Supply-Side Platform (SSP) that creates, manages, and monetizes non-interruptive Connected TV (CTV) advertising formats. The platform enables programmatic delivery of viewer-initiated ad formats including pause ads, home screen ads, overlays, L-bars, and emerging formats, connecting publishers (who supply CTV inventory) with DSPs, advertisers, and agencies (who buy it).
Product overview
OpenGlass is a specialized Supply-Side Platform (SSP) purpose-built for non-interruptive CTV advertising. The core platform provides programmatic infrastructure to create, manage, and monetize non-interruptive ad formats across streaming environments. Its product portfolio includes: Pause Ads (high-attention moments when viewers press pause), Home Screen Ads (inventory when browsing platform home screens), and In-Content Ads (L-Bars, Picture-In-Picture, and Double Box Units currently in beta). The platform enables publishers to monetize previously unmonetized streaming surface area (pause screens, overlays, L-bars) and gives DSPs and brands programmatic access to differentiated CTV inventory unavailable through other SSP integrations.
Differentiator
Problem solved
Functional benefit
Products and services
- Pause Ads Programmatic ad format that appears when viewers press pause during streaming content, capturing a high-attention, non-interruptive moment. Designed for brands, agencies, and DSPs seeking differentiated CTV advertising inventory, and delivered through OpenGlass's purpose-built SSP infrastructure.
- Home Screen Ads Programmatic ad format displayed when viewers browse content on a streaming platform's home screen, reaching audiences before they press play. Comparable or larger revenue potential than pause ads for publishers and streamers.
- In-Content Ads (L-Bars, Picture-in-Picture, Double Box) High-impact squeezeback ad formats comprising L-Bars, Picture-in-Picture, and Double Box units displayed during in-content viewing. Currently in beta testing and offered through the OpenGlass SSP.
- Programmatic Activation Technology OpenGlass's purpose-built programmatic infrastructure that powers seamless delivery, optimization, and DSP integration of non-interruptive CTV ad formats. Supports standard programmatic transactions (including private marketplace deals) and dynamic creative elements such as QR codes with reporting metrics.
- OpenGlass Publisher Monetization Service Direct service for streaming platforms and publishers by which OpenGlass monetizes pause screens, home screens, and high-attention moments through programmatic infrastructure, managed through the publisher's existing ad operations without disrupting the viewer experience.
Quantifiable outcome
- 79% lower Cost Per Store Visit vs. benchmark
- +5 more outcomes
Companies that use OpenGlass
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
OpenGlass technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
OpenGlass partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and flagship.
- WunderKIND AdscoreWunderKIND Ads partnered with OpenGlass to launch WunderKIND CTV Ads, a programmatic pause ad solution. OpenGlass powers the programmatic activation technology behind Wunderkind's pause ad inventory, ensuring seamless delivery and optimization across CTV platforms. WunderKIND Ads also partnered exclusively with PubMatic as its SSP for programmatic delivery.
- Yahoo DSPcoreYahoo DSP integration with WunderKIND Ads unlocks scalable access to CTV pause ad inventory through private marketplace (PMP) deals, powered by OpenGlass programmatic activation technology. DSP buyers gain direct path to impactful CTV ad formats via PMP deals.
- XumoflagshipXumo (joint venture between Comcast and Charter Communications) hosts pause ad campaigns powered by OpenGlass technology. Successfully ran Zales campaign demonstrating full-funnel results from upper-funnel CTV with 276% lift in QR code scans.
- IPG Team BeautycoreMedia agency partner for Ulta Beauty campaign, leveraging first-party data across premium brand-safe streaming inventory. The partnership delivered award-winning results including 79% lower CPSV and 54% above-benchmark conversion rate.
- Publicis Media ConnectcoreConnect at Publicis Media partnered on Zales campaign, implementing three-pronged targeting approach combining audience data, contextual targeting, and run-of-network mix. Campaign drove directly attributable revenue from upper-funnel CTV.
- PubMaticflagshipPubMatic is the exclusive SSP partner for WunderKIND Ads' CTV Pause Ad product. The partnership makes it easier for brands to reach the right viewers with creative, non-intrusive ads during favorite streaming moments. OpenGlass provides the underlying programmatic infrastructure.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
OpenGlass competitors and assessment
Company assessmentDirect peers
- Magnite: Largest CTV-focused SSP; competes head-to-head with OpenGlass in monetizing streaming video inventory and can add non-interruptive format capabilities as it expands its CTV roadmap.
- PubMatic: Independent SSP with significant CTV presence and OpenGlass's flagship partner (exclusive SSP for WunderKIND CTV Ads); competes in the same supply-side programmatic infrastructure layer.
Broad incumbents
- Roku: Largest independent CTV platform with its own ad-tech stack (Roku Ads Manager, OneView); represents both a potential publisher partner and a competitor in monetizing non-interruptive CTV surface area.
- The Trade Desk: Largest independent DSP; integrates with OpenGlass (alongside Yahoo DSP) for buyer access to CTV pause inventory and represents the demand-side complement to OpenGlass's supply-side platform.
- FreeWheel: Comcast-owned ad-tech platform serving major premium publishers and CTV inventory; broader portfolio player that competes and partners in the CTV monetization stack.
Emerging players
- Innovid: CTV ad-serving and measurement company with overlap in CTV creative delivery, including high-impact and non-interruptive ad formats; adjacent competitor in the CTV ad-tech ecosystem.
- WunderKIND Ads: Strategic co-development partner and reseller of OpenGlass-powered pause ad inventory; participates in the same non-interruptive CTV category as both ally and partial competitor for advertiser mindshare.
- Xumo: Comcast/Charter free ad-supported streaming TV service that hosts OpenGlass-powered campaigns (Zales); serves as both publisher partner and a CTV platform where non-interruptive formats compete for inventory share.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
OpenGlass social profiles
Digital presenceOpenGlass financial estimates
Financial estimateRevenue estimate
Valuation estimate
OpenGlass leadership team
Management profileNumber of profiles
OpenGlass funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OpenGlass M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OpenGlass
What does OpenGlass do?
OpenGlass operates a purpose-built Supply-Side Platform (SSP) that creates, manages, and monetizes non-interruptive Connected TV (CTV) advertising formats. The platform enables programmatic delivery of viewer-initiated ad formats including pause ads, home screen ads, overlays, L-bars, and emerging formats, connecting publishers (who supply CTV inventory) with DSPs, advertisers, and agencies (who buy it).
Is OpenGlass a public or private company?
OpenGlass is a private company. It is classified as unknown and is currently operating.
When was OpenGlass founded?
OpenGlass was founded in -1. It employs 1 to 10 people.
Where is OpenGlass based?
OpenGlass is headquartered in New York, United States, in the North America region.
How does OpenGlass make money?
Two revenue lines are on record. SSP Transaction Fees are the primary driver. The others are marketplace Commission.
Who are OpenGlass's main competitors?
Direct peers on record are Magnite and PubMatic. Broad incumbents are Roku, The Trade Desk and FreeWheel. Emerging players are Innovid, WunderKIND Ads and Xumo.
Does OpenGlass have an API?
No public API is recorded for OpenGlass.
What industry is OpenGlass in?
OpenGlass's product category is Ad-tech / Connected TV Supply-Side Platform. Its primary akta.pro industry code is MPACAAAL, Enterprise/Creator Video Hosting & OTT SaaS Platforms. Its NAICS code is 51621 and its SIC code is 4841.