Transparency and Targeting Driving CTV Evolution: OpenXs Sattel Beet.TV [Video]

One year after it launched its TV by OpenX product, which aimed to clean up the biddable CTV market by removing resellers and unintentional inventory from its offering, OpenX has given an update.

“Since doing so, our publishers actually have increased their monetized impressions by 22%,” said Matt Sattel, Chief Revenue Officer, OpenX, in this video interview with Beet.TV. “So we’re able to monetize more impressions for publishers.”

Sattel was speaking ahead of appearing on a panel, Navigating Contextual Targeting —  How to Level Up CTV Targeting Using Metadata, at Beet Retreat Santa Monica 2024, on Nov. 14.

In addition to its efforts around transparency, OpenX is also focused on bringing new buying methodologies to the CTV space. By ingesting first-party audiences and converting them into deal IDs, the company is enabling buyers to purchase CTV inventory in ways that they haven’t been able to do historically.

Biddable CTV Delivers Value to Brands and Publishers: OpenX’s Andy Hammond

“If we have clean, transparent, …