OpenX, The Intelligent SSP, has announced the launch of OpenX IQ, a suite of proprietary AI and machine learning capabilities to give buyers quality, control, and performance across every stage of the media workflow.
Intelligence-driven approach
OpenX IQ introduces an intelligence-driven approach to media buying, enabling advertisers, agencies, and publishers to customise media buying decisions at scale, by leveraging supply-side data and embedded automation across the media workflow.
With nearly half of advertisers (46%) planning to use AI for media strategy, bidding optimisation, and mid-flight optimisation, buyers face a new challenge: a lack of clear, trustworthy signals to differentiate quality and drive outcomes.
At the same time, 35% of marketers cite a lack of transparency in how AI makes decisions, underscoring the need for intelligence that is understandable, controllable, and actionable.
With features found in OpenXSelectTM and accessible through OpenXBuildTM, OpenX IQ addresses this by embedding supply-side signals — where data is most complete — into media workflows.
Oleg Korenfeld, Chief Technology Officer at CMI Media Group, said: “In a market that keeps consolidating, supply diversification isn’t optional.
“It’s how we protect our clients’ investments and performance. OpenX IQ helps with the strategy: independent identity capabilities, direct publisher relationships, and quality we can actually verify.”
OpenX IQ capabilities include inventory quality scoring, audience modelling and attention and engagement modelling.
Joel Meyer, CTO at OpenX, said: “Buyers today are navigating a programmatic landscape that is faster and more complex than ever.
“OpenX IQ is our answer to the industry’s demand for intelligence that is transparent, practical, and built for the way buyers actually work — not by claiming more AI, but by delivering intelligence that buyers can trust and understand, customise, and apply with ease across channels, including CTV.”
OpenX IQ reflects the company’s broader strategy to lead in programmatic advertising.
By embedding intelligence directly into its platform — where signals are most complete — OpenX seeks to enable partners to move beyond cost-based decisioning and focus on measurable outcomes.