OpenX, one of the world’s leading omni-channel supply-side platforms, has launched OpenX Attention Targeting, a first-to-market capability that claims to enable advertisers to easily target high-attention CTV inventory in real time.
Powered by TVision, an industry leader in CTV attention measurement, and available exclusively through OpenXSelect, this new integration enables advertisers to reach the most engaged CTV audiences and improve campaign impact through pre-bid targeting.
As CTV ad spend is projected to grow nearly 14% this year, advertisers are demanding greater transparency and improved performance, the adtech company said.
Pioneered in 2023, TV by OpenX already provides a standard of quality through 100% glass-on-wall supply and direct publisher relationships.
However, the broader CTV market remains fragmented, and impression-level engagement has been difficult to measure.
OpenX Attention Targeting
Now, with OpenX Attention Targeting, buyers can activate in real time against predictive attention scores, turning measurement into optimisation.
In this solution, data from TVision’s passive, in-home person-level panel, powers predictive attention models grounded in actual viewer engagement.
These models are then combined with OpenX’s real-time bid-stream signals, including time of day, device type, and viewing duration, to enable precise targeting across TV by OpenX supply.
Buyers can apply attention targeting to any CTV deal curated within OpenXSelect, whether through self-serve or managed service workflows.
Advertisers leveraging OpenX Attention Targeting can:
- Reach the most engaged CTV viewers across 231 million-plus monthly unique users via OpenX’s identity graph
- Layer attention signals with audience, content, and contextual targeting with no additional setup
- Curate PMP deals that complement direct buys with high-attention, multi-publisher inventory
Hassan Babajane, CRO at TVision, said: “The next evolution of attention metrics is from pre- and post-campaign to real-time optimisation.”
“This partnership allows buyers to use attention metrics to shape campaign performance. We’re proud to bring the most actionable use of attention data yet to the programmatic ecosystem alongside OpenX.”
Erika Loberg, Global Head of CTV at OpenX, said: “OpenX Attention Targeting gives brands what they’ve been asking for: real-time CTV performance optimization based on true viewer engagement.”
“For the first time, advertisers can activate attention as a targeting parameter at scale, in real time, and directly influence outcomes before the bid.”