The new offering allows independent agencies and holding companies to put more budget into working media, achieve better outcomes, and deliver value for brands.

OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, today announced the launch of a proprietary capability enabling buyers to receive automated discounts from curation and tech partners directly within OpenXSelect™. This offering helps brands and agencies preserve more budget for working media while optimizing media performance and prioritizing transparency.

As brands are increasingly focused on preserving as much budget as possible for working media, independent agencies and holding companies are under pressure to demonstrate value back to brands. This proprietary feature was built to address these needs while maintaining transparency and performance across the supply chain.

Now, buyers can get automated discounts from 80+ directly integrated curation and tech partners — including Audigent, a part of Experian, Captify, and Rippl — incremental to any existing SPO agreements they have with OpenX. With this feature, buyers can unlock discounts across their full technology partner portfolio, spanning trusted third-party data providers as well as other solutions such as format companies and measurement providers. Once a buyer negotiates a discount agreement with any partner, they can activate at reduced rates across key programmatic channels, including CTV, without any added setup or operational lift.

“Buyers today are facing dual pressures: preserving media budgets while demonstrating quantifiable value back to their clients,” said Matt Sattel, Chief Revenue Officer at OpenX. “By automating discounts from trusted curation and tech partners within OpenXSelect, we’re enabling more efficient media buys, better outcomes, and a tangible performance edge — without compromising publisher monetization.”

While each discount agreement is unique and determined by the buyer and partner, OpenX facilitates the technical enablement — allowing for fast activation and tangible ROI. Once terms are finalized, the curation or tech partner simply enables the discount within their OpenXSelect account at the buyer’s seat ID level or via deal IDs. This feature offers broad flexibility for both managed and programmatically curated campaigns, enabling buyers to test, scale, or switch solutions with ease.

"We're excited to see this new solution expand access to supply path optimization, enabling marketing data collaboration that delivers scalable, measurable value to buyers," said Greg Williams, Senior Vice President of Partner Success at Audigent. "It opens up new pathways for brands to activate high-performing solutions seamlessly, helping the industry move toward more transparent, outcome-driven media investments."

As the trusted partner of the world’s largest publishers — working with more than 200,000 premium publisher domains — OpenX provides access to transparent, high-quality inventory through OpenXSelect™, its next-generation supply-side targeting platform. Leveraging OpenX’s identity graph covering 237M+ U.S. users, OpenXSelect seamlessly scales targeted campaigns without requiring changes to DSP setups or existing workflows.

About OpenX

OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side targeting, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 15-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 200,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250917597760/en/

OpenX today announced the launch of a proprietary capability enabling buyers to receive automated discounts from curation and tech partners directly within OpenXSelect™. This offering helps brands and agencies preserve more budget for working media.