OpenX has made OpenXSelect generally available, a new curation and supply-side targeting platform designed for brands and agencies. The platform aims to bring buyers closer to supply, enhance media efficiency, and direct more advertising spend to the quality open web.

According to early testing data, OpenXSelect reduces deal setup time by 50% and doubles reach across connected TV (CTV), native, app, and web platforms. The platform offers buyers full control over inventory quality and facilitates scaled targeting using various data types, including audience, behavioural, attention, and sustainability data.

OpenXSelect features a streamlined and intuitive interface for performance optimisation. OpenX has been a leader in supply-side curation since 2018, following the launch of OpenAudience, a solution for data partners powered by a supply-side identity graph.

The development of OpenXSelect involved collaboration with leading global brands and agencies, incorporating buyer feedback, quality standards, and innovation. The platform includes granular inventory controls, direct partner integrations, and features such as an always-on MFA exclusion toggle and advanced protection through Integral Ad Science (IAS).

Chief Revenue Officer at OpenX, Matt Sattel, said: "This is just the beginning of what the platform—and our team—can do. Our cloud-native infrastructure allows us to move fast, delivering simple, effective tools agencies need. Just as importantly, our account management teams act as an extension of our partners’ organizations, embedding with agency and center of excellence teams to do the heavy lifting and help drive results."