OpenX Blog

Account Managers: OpenX’s Indispensable Utility Players

By: Cameron MacLean, AM Intern

My idea of an Account Manager’s role leading up to my internship with Partner Services at OpenX was simply the management of day-to-day operations with existing clients. I assumed Account Managers made sure every aspect of the partnership ran smoothly. What I quickly learned, however, is that the Account Managers at OpenX don’t just manage day-to-day operations, they do this and more – much more.

From onboarding, testing, launching and implementing new products, to fine tuning the inner workings of the partnership, Account Managers at OpenX are involved in every aspect of a client’s experience. All of these tasks exceeded what I assumed to be an Account Manager’s responsibility. This industry is ever evolving and everyone within it must come to work each and every day and embrace being a “Jack of all Trade.”

As an Account Manager you are the keeper of all information for both OpenX, as well as for the respective partner. Account Managers work diligently to provide the highest quality service to each and every partner. Often they are on the front line serving the client in a plethora of ways. Whether it means presenting quarterly business reports, conducting weekly calls with their partners, finding ways to maximize revenue, decreasing or increasing floor prices, submitting domains to traffic quality for approval or creating ad tags for partners to implement on their sites, everyday is a new journey for account managers.

In ad tech, there are curveballs, there are fastballs, there are changeups and there are wild pitches; that’s a lot to be prepared for and Account Managers must be able to hit, rather, crush every type of pitch. One of the first curveballs I faced was creating video inventory for a partner for the first time. The partner was new to video, so making sure their testing phase was smooth and effective was of the utmost importance. It was here where I learned the importance of leveraging the in-house expertise from the product engineers to solutions architects. I quickly learned the importance of fully understanding a partner’s needs and how OpenX could provide a solution.

My internship has exposed me to various facets of the ad tech industry. I never imagined that I would help create the code for ads that publishers implement on their websites. I work closely with Yield Analysts to develop specific performance reports and alongside Solutions Architects when partners are in need of specific, highly technical support.

The opportunity I’ve most enjoyed thus far is working directly with the Business Development team, which has allowed me to gain invaluable insight about new business opportunities. By working closely with Business Development, Sales Engineers, Solutions Architects, Yield Analysts, among other teams, Account Managers achieve a holistic view of business across the company – ultimately helping OpenX to achieve its goal of creating awesome programmatic marketplaces.

In the weeks I spent at OpenX I learned much more than I expected from a summer internship. Much of what I have learned can be attributed to the culture at OpenX where the opportunity to collaborate is ever-present. My internship presented new challenges and tasks on a daily basis and I can’t imagine a better environment for someone who is just starting out in ad tech to learn and grow. It is challenging, it evolves quickly and it is rewarding.

Insight from the Next Generation: Back for Round 2

It’s that time of the year again. We’ve brought back the intern series!

We believe that an internship program is more than just an opportunity to build your resume. From Pasadena to London to New York to Menlo Park, OpenX interns are fully integrated with their teams, working on fascinating projects and helping shape the future of the company. Our goal is for each OpenX intern to build lasting relationships while doing meaningful work that will lead to full-time employment to those who ‘knock it out of the park’.

This year we’re kicking off the 2016 “Insight from the Next Generation” series with a post from our Corporate Communications Intern, Vasavi Pandey:

A Deep Dive into Corporate Communications 
By: Vasavi Pandey, Corporate Communications Intern

When people ask me what it’s like to work in corporate communications, I often describe the role as the backbone of a company. As a communications professional, it is your responsibility to keep both your internal teams and external contacts informed of relevant industry news, product launches, and your company’s point of view. A communications team has the power to establish recognition for a business, create credibility and educate an audience about its products and perspective.

The countless reruns of Sex and the City don’t help the common perception people have about communications, or public relations, professionals. Working in corporate communications, isn’t the glitz and glam that it’s so often made out to be in the television series. Rather, communications professionals are more akin to “firefighters”. The communications team is responsible for preventing any “crises” and in some cases rescuing a company from a misperception that may exist in the public domain. In the wake of a salmonella crisis, it was Chipotle’s communications team who devised the “free burrito day” campaign to boost sales and restore consumers trust in the Mexican grill chain. It’s a communications specialist who puts on their bunker gear and runs into the fire, it’s a communications specialist who will work with Taylor Swift to recreate her image after a few weeks of Twitter scuffle and negative press.

A corporate communications team is the bridge to the world outside of a business or vertical. A company entrusts its communications team to keep a pulse on industry trends and identify opportunities to join the conversation or highlight a company’s perspective or product. This team of firefighters then must take proactive measures to do so, such as producing content to be disseminated internally and positioned externally.

As an intern with OpenX’s communications team, I have the opportunity to join a team of firefighters and dive into the world of ad tech. Directly experiencing the inner workings of a corporate communications team is a fantastic learning opportunity and because of it, I’ve been able to hone in on a vast range of communications skills.

The communications team at OpenX works endlessly to build relationships and execute messaging that positions the company as the leading programmatic partner for publishers. The team is responsible for securing company bylines and speaking opportunities, pitching stories and news to the media, monitoring press coverage, strengthening social media presence and much more.

Each decision, and resulting action, that is made directly affects the company, its products and its reputation. The fast paced nature of the communications industry balances out perfectly with the collaborative environment at OpenX. At OpenX, each individual contributor has the opportunity to directly impact the company’s growth and success. On the communications team, each contributor has the autonomy to spearhead projects from end-to-end and the opportunity to explore new creative ways of achieving the team’s objectives.

I learned early on in my internship about the importance of versatility. Working at a smaller, more agile company like OpenX, allows employees greater autonomy with projects, but it also requires a certain level of flexibility. I have been writing as much as I am designing graphics for social media or blogs; being able to transition from one medium to the next is incredibly important especially in such a fast paced industry.

From drafting briefing documents for press events to working on bolstering our social media presence to creating infographics for blogs or social media, my internship has helped to refine my communication skills immensely. Everything I’ve learned this summer about ad tech and communications can be attributed to my experience at OpenX.

Interning with OpenX has given me the opportunity to have a hand in projects that shape the future of the company and the collaborative culture has been a perfect place to grow my career from intern to professional.  

Ad-Tech Exits

Archie Sharma, Director of Corporate Strategy at OpenX

The boom in ad-tech during this decade is most pronounced in the number of market entrants using automation technologies, also known as ‘programmatic,’ to facilitate precise delivery of advertising campaigns to any connected device. The proliferation of ad-tech companies begs the question: with so many companies entering the space, what will the industry structure look like in the long run? We were curious to know what trends could be extrapolated from the life cycle of ad-tech firms and the overall ad-tech sector in general. What we found is that the future of programmatic advertising looks very promising, but only for a very few firms.

If we look at the number of new ad-tech companies founded over the last 15 years (Fig. 1), it has consistently grown and peaked in 2012, meaning we can now see normalization in industry entrants. Equally informative is Fig. 2, showing that the number of exits continues to grow each year. The trend highlights the state of many ad-tech companies that are at the point in their lifecycle where their investors are looking for exits.

Image 1

That the number of industry entrants peaked in 2012 but the number of exits still continue to increase, suggests that net consolidation in the industry will continue apace for the next few years. The common exits are IPO’s, acquisitions, or failure (going out of business). IPO’s make-up less than 5% of exits; leaving the primary reasons for exits: acquisitions (82%) and failures (13%). Acquisitions and failures reduce the net companies in the industry, leading to further consolidation.

So, how long will consolidation last?
Our data driven approach suggests a high number (200+ per year) of exits through 2018, suggesting the continuation of a strong consolidation trend in 2016, 2017 and 2018.

In order to predict the number of exits in the future, we looked first to the past and determined (Fig. 3) that the average lifespan of an ad-tech firm is approximately 6 years. Additionally, less than 5% of ad-tech firms have survived past 10 years.

Image2We found a strong correlation between the number of companies that have exited in a year to the # of companies that were founded six years ago; the resultant model helped us predict the number of exits (Fig. 4).


Using the linear fit model; we predict the number of exits for future years shown in Fig. 5. The years 2016 through 2018 show high number of exits (200+ per year). This suggests continued consolidation through 2018. Below, Fig. 7 shows the net operating companies after the consolidation wave.


Note: Net Companies = [Companies that are operating in year x + New companies Founded in year x] – [Total Exits in year x]

What companies will remain after the consolidation wave?
Despite the increase in number of exits in the ad-tech space, companies that have demonstrated scale and stability are positioned well for future. There is a clear relationship between average investment raised and average revenue when aggregated by company lifetime (Fig. 6) The average revenue for ad-tech firms with proven longevity (10 years or more) is greater than $100mm per year suggesting that attaining scale is increasingly important for survival.


We predict that an increasingly well-defined landscape is coming into focus for as more ad-tech firms, unable to achieve long-term stability, exit the industry. The majority of ad-tech companies are “stuck in a sub-scale state,” fighting against barrier to achieve scale (if they don’t have it by now, they are not likely to get it at this late in the game). There are a number of reasons these companies have not achieved scale – lack of product differentiation, late entry, lack of focus, poor execution, lack of true technology, and so on. Any one of those factors guarantees low profitability, as their presence in an ad-tech firm creates an inherent inability to serve high volume customers or attract high value clients. The companies left will be the ones who have excelled in these fundamental areas: scale, differentiation (in product and supply or demand), and technological innovations that provide optimal value for their clients and advances the evolution of programmatic industry KPIs overall.

During the first decade of programmatic OpenX achieved differentiation of inventory at scale, earned repeated recognition as a source of highest quality inventory and established a history of product innovation, such as RTB in an open exchange, and header bidding, two technologies that have propelled programmatic to reach its full potential by enabling maximum competition to secure maximum value. The view from OpenX is as much (if not more) excitement as when Tim Cadogan and Jason Fairchild first founded OpenX with a clear and simple purpose: to help publishers monetize great content.

In the next decade of programmatic, the consolidation wave will play out through 2018. Companies with strength of scale and financial stability (>$100mm net) will initiate the M&A activity, representing the majority of ad tech exits for most firms. A few will go public; a few more will simply go out of business. The players today who have a proven history of success are those best positioned to continue to operate as the strongest independent players.

About Archie Sharma
Archie is currently Director, Corporate Strategy at OpenX, a global leader in programmatic advertising. Archie is passionate about helping people in all aspects of understanding where the ad-tech industry is heading. At OpenX, Archie focuses on corporate development and defining/executing various strategic initiatives. Archie’s background as a strategy consultant; both internally for a Fortune 65 technology company & externally as a Management Consultant where he advised Fortune 500 clients has helped him tackle complex problems and present simple solutions using fact-based approach. Archie also holds two US patents in the field of machine learning & predictive analytics, and is passionate about making companies operate more efficiently.


Transforming Your Programmatic Strategy: How to Hire Elite Yield Analysts 

Tim Sheets, Senior Director, Monetization at OpenX

With programmatic advertising going mainstream and the walls between direct and indirect sales channels collapsing, the process of managing ad revenue has become a more complicated endeavor for digital media companies. As a result, the role of a yield management team has expanded, and with it, the responsibility to guide their organizations through a myriad of new technologies and plausible revenue increasing opportunities. While there is a ton of great information available for identifying these opportunities, the industry is lacking the practical advice for identifying the people to execute them.

So how can you build an elite yield management team? Hiring managers must move beyond the typical yield analyst job description that only emphasizes quantitative skills. To operate in a cross-functional leadership role as monetization experts, yield analysts must excel in the areas of creativity, communication and pragmatism – qualitative skills often overlooked in the hiring process. Without established certifications or programs to assert expertise in these traits, here are three questions hiring managers should ask to identify an exceptional yield analyst.


Creativity: When was the last time you improved an existing process?
With the modern demand stack comprised of hundreds of partners spread across several interconnected platforms, the leading yield-optimization strategies aren’t going to be found in an ops manual. Rather, best practices continually evolve through applying baseline knowledge in innovative ways – taking a creative approach to improve an existing yield-optimization strategy.

For example, in recent memory, the industry has moved from prioritizing demand partners at third-party reported CPMs, to discrepancy-adjusted CPMs, and finally to effective CPMs based on the value of the entire ad call with measures for latency. Taking this progression even further, a creative yield analyst would then overturn a previously accepted truth and recommend serving a demand partner that doesn’t generate the highest CPM for an individual impression, but instead one who contributes to generating maximum yield across the entirety of a publisher’s inventory. By assessing the relative certainty and predictability of each line item in an ad server, the yield team can determine when to employ such a strategy.

Pragmatism: What is header bidding and how should it be used to generate incremental revenue?
Although header bidding is one of hottest topics in late 2015, we can substitute it with the product or concept du jour in programmatic ad sales.  Effective yield analysts need to keep a pulse on industry trends, in turn, they must apply this knowledge to navigate through a growing list of options when making decisions about which products or technologies are worth making the investment when engineering resources are scarce and what is a waste of time.

The ability to fuse multiple sources of demand in a single unified auction proved the value of header bidding. However, as publishers consider “meta” solutions, at what point does redundancy, latency and the chances of something going wrong outweigh the benefits of adding yet another platform? Also, when is the right time to transition from a focus on the quantity of ad impressions to prioritizing viewability and a native experience for buyers? The yield team should be able to forecast the impact and provide recommendations.

Pragmatism is often an unsung virtue in hyper-quantitative roles. To succeed in the fast paced and highly fragmented digital advertising industry, yield analysts must move beyond ideas and theories to uncover practical applications.

Communication: Can you explain the relationship between site latency and total revenue?
When it comes to emerging selling options, there are gaps in baseline knowledge across functional groups, including sales, account management, product and engineering. While considering changes that will impact revenue, the yield team will need to explain concepts in a manner that drives understanding and consensus building. Look for a candidate’s ability to provide concrete examples and use analogies that add a sense of comfort to unfamiliar ideas or terminology.

For instance, driving along the freeways in central California during harvest season reveals caravans of open-top trucks transporting tomatoes across the state, errant tomatoes spilling along the way.  Voila…time, distance and millions of items makes for a fitting analogy for the inevitability of ad server discrepancies and the negative impact of introducing latency in the form of new or unproven partners.

With more than fifty percent of online ad spend expected to flow through programmatic platforms in 2016, there’s a big need for digital media companies to develop subject matter expertise in this area. By emphasizing creativity, pragmatism and communication when hiring for a yield management role, forward-looking companies can turn to their analysts to help develop a programmatic strategy that transforms the way digital ad inventory is sold.

OpenX at Cannes Lions 2016

OpenX’s Cannes Lions 2016 has come to a close after four day of intense meetings, networking, educational and information panels and lots of socializing.

To give you all some context, OpenX at Cannes by the numbers:

  •         Business meetings on board the OpenX yacht: 98
  •         RSVPs for all OpenX events: 1950
  •         Presentations and panels hosted by OpenX: 5
  •         Number of bottles of rose consumed during 4 days: Countless!

On day three, OpenX’s panel titled “Smartphone: Smarter Revenue” drew a capacity crowd as delegates came to hear Maggie Mesa, Vice President, Mobile Business Development at OpenX moderate a discussion on monetization, optimization, trends and strategies for mobile. Joining her was Jason Cooper, General Manager Mobile, Integral Ad Science, Christina Constandache, Vice President of Business Partnerships EMEA & Americas, Cheetah Mobile, Josh Partridge, VP of Sales for EMEA, LATAM and CA from Shazam and Dominic Dunne, UK Managing Director, Drawbridge.

A lively discussion touched on the key advantages of cross device attribution where the increasing use of creative concepts to engage users and location intelligence were all noted as leading trends driving more marketers to mobile apps. The importance of education was cited by the panelists, more specifically how brands need to be educated about what mobile can deliver and how some of mobile’s unique data assets can be leveraged across other media.

When asked about their predictions for the rest of the year, panelists predicted that there will be an upsurge in leveraging different data assets to drive performance, we will see brands differentiate themselves by utilizing more creative solutions as they look to leverage mobile more comprehensively, and that we will see a lot more agencies and brands use verification to measure the success of campaigns.



Following the panel, OpenX hosted a lunch for attendees, and that evening a “G&T and Fish & Chips” dinner. There was also brisk business in the trading of wristbands to try and get onboard the Daily Mail boat to gawk at B-list celebrities. Some OpenXers were more successful than others!



Day four saw the Lady in Blue go out into open waters with a VIP guest list on board for an afternoon of quiet away from the heat and hectic energy of the Festival. And finally, OpenX closed out Cannes 2016 with a farewell party on board the yacht.


A big thank you to all those who joined us for Cannes 2016, au revoir until next year!

OpenX at Cannes: Discussions on Programmatic Guaranteed, Speed & the Future of Advertising

Day 2 at Cannes Lions saw delegates settling into the routine of the Festival with attendance at panels, talks and meetings. The Lady in Blue, the OpenX yacht, is becoming a recognized hub for networking, taking a break from the heat and having an occasional glass of rosé!

For the morning session, OpenX and 40 attendees convened for the first discussion of the day on “Programmatic Direct & Scaling PMP in a Guaranteed Environment.” OpenX’s Ian Davidson was joined by The Trade Desk’s Tim Sims to review the evolution of PMPs and predict what’s next. Leading off with the question about how do we bring assurances to a world of programmatic and create situations where publishers are willing to bring more premium inventory into programmatic, the discussion also addressed the benefits of traditional PMPs including control and premium access as well as their inability to scale for buyers and sellers. The conversation quickly turned to the unique advantages of a new OpenX product introduced this year, real time guaranteed (RTG). The Trade Desk is currently in the process of integrating the new technology with their platform. Addressing audience syncing, forecasting and guaranteed volume commitments, it’s clear that RTG is the next evolution to deliver control, transparency and results for buyers and sellers alike.

In the evening during a VIP dinner on board the OpenX yacht attended by Rocket Fuel, ESI, BrainFall, Adroll, A9, Simpli.fy and Forensic, Caleb Sotelo, Director of OpenX Labs, introduced a discussion on “Speed and the New Internet Economy.” Caleb spoke about the rise of speed as a top concern in ad tech and compared it to the evolution of fuel efficiency in cars – it wasn’t important until factors like fuel prices and government restrictions put pressure on automakers. In the same way, the limited resources of mobile devices, technically complex solutions like header bidding and an overwhelming number of technology options are forcing the online ad industry to think about speed. He closed with the statement that the industry can solve latency if we come to appreciate the technical nature of the problem, and begin to optimize and consolidate our platforms.

Today, Maggie Mesa, VP of Mobile Business Development, moderates a panel session on short and long term monetization strategies for mobile, “Smart Phone, Smarter Revenue,” joined by executives from Integral Ad Science, Shazam, Cheetah Mobile and Drawbridge.

OpenX at Cannes: Understanding Header Bidding

OpenX’s School of Programmatic kicked off Cannes Lions on Monday afternoon with a full house on the rooftop of the Palais Des Festivals ready to dive into “Understanding Header Bidding.” Julia Smith, General Manager from Symmachia Alliance, moderated a lively panel consisting of Jason Fairchild, co-founder and Chief Revenue Officer at OpenX, Jason White, Vice President of Programmatic Revenue from CBS, Oleg Korenfeld, EVP Ad Tech and Platforms from MediaVest and Adrian D’Souza, Vice President of Global Operations from Quantcast. The topic, of course, was header bidding and the transformative nature of the technology for the ad tech world.


Starting with the basic question of what is header bidding and why publishers should adopt the technology, the discussion touched on topics ranging from the challenges of adopting header bidding, to the issue of latency, the benefits of header bidding for buyers as well as what comes next in header biddings evolution. The statistic that makes the most compelling case for header bidding was noted by Jason White that header bidding increases publisher yield by 30-50%. On the issue of latency and containers, while reducing the weight on the page is a priority, Adrian made the important point that waterfalling was worse for latency than header bidding and that to ensure reduced latency, publishers must set their multiple header tags to fire asynchronously.

In responding to the question of what’s next, Jason Fairchild predicted that long term, header bidding is going to move to server-to-server which reduces weight on the page, and that this will also extend to mobile and video –”weight matters and getting that off the page is a real advantage.” He also noted that the the future of header bidding is going to be piping premium demand into programmatic. The panel ended with all participants agreeing that header bidding is where things are heading and that publishers, ad tech companies and buyers must learn about and invest in the technology in order to anticipate future success. The takeaway from the session, even if header bidding was initially just a tool for publishers to maximize revenue, in practice it’s become a technology that equally gives publishers and buyers what is valuable to them — for buyers it’s increased access to premium inventory that was previously reserved for guaranteed campaigns and increased reach and for publishers it’s increased yields of 30-50%.  


OpenX Cares Returns

OpenX Cares returned Wednesday, June 15th, after a successful first year, to kick off the summer season. Across the globe we joined together for a day of philanthropy, teaming up with local nonprofits in our communities to give back.

The inaugural 2015 event included volunteer activities that met the unique needs of each of the broader OpenX communities. We continued the trend with this year’s initiatives teaming up with the Newham Foodbank in London, GrowNYC in New York, Heal the Bay in Los Angeles and Ronald McDonald House in Menlo Park.

OpenXers spent the day working with these local organizations to give back to the community. From assembling food packages for UK communities, to improving the urban farms of NYC and cleaning the beaches of LA, the second annual OpenX Cares Day was an enormous success.

While some of us explored the heart of the NY Harbour on a ferry trip to Governors Island, and others spent a few hours walking along the coast on Santa Monica Beach, it was much more than just a day of service.

Take a look at what we accomplished at OpenX Cares 2016:

In London, our team worked with The Newham Foodbank to create non-perishable food supplies that help individuals and families in crisis. Each care package assembled by our team served a person in need enough nutritionally balanced food for at least 3 days.



New York
In New York City, OpenX teamed with GrowNYC to help build “learning gardens.” Learning Gardens serve as an education tool to teach local students about the importance of nature and maintaining green spaces, especially in an urban environment.

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Pasadena & Culver City
The Pasadena and Culver City teams joined together with the Heal the Bay organization to clean up Santa Monica Beach, collecting over 300 pounds of trash and more than 4,000 cigarette butts along the shoreline.



Menlo Park
In Menlo Park, our team worked with the Ronald McDonald House at Stanford to assist with relocating the organization to their new building, while also assisting with renovations in the space.


Buyer Spotlight: Chris Romano, Director of Platforms, Amnet

We sat down with Chris Romano, Director of Platforms at Amnet, the programmatic team for the Dentsu Aegis Network, to talk about Amnet’s approach, hot industry topics, and his thoughts on the future of programmatic.

How is programmatic growing at Amnet?

Today, on behalf of Amnet clients, we buy all types of inventory programmatically. This includes all screens and all formats including emerging channels such as Audio, TV and Out of Home. That being said, we continue to drive the creation of advanced media solutions that aren’t as developed or still early in testing programmatic ways of working. That is precisely why partnerships — like the one that we have with OpenX — are so crucial. We can collaboratively determine the most effective and strategic programmatic approach for our clients.

What is Amnet’s competitive advantage for brands?

For Amnet specifically, it’s our team of programmatic experts, our technology-agnostic approach, and our in-depth understanding of data strategy that sets us apart. We have experience working across multiple technology platforms, inclusive of both omni-channel and single channel DSPs, DMPs and data partners. There is no one size fits all approach to programmatic or an audience-led strategy.  Because Amnet is technology agnostic, we are able to develop bespoke programmatic stacks with each client goal in mind.

Can you expand on your agnostic approach?

What was considered the best tech four years ago is not the best tech today. We constantly challenge ourselves to make sure that we’re always working with partners that are keeping up with industry shifts and innovations. Programmatic moves so rapidly, so our agnostic approach allows us to be flexible, stay on top of these changes and bring forward best-in-class solutions for our clients. We can very easily test new platforms or products that help us expand our capabilities. There is a significant opportunity cost when not testing new platforms, data or inventory partners. For Amnet, the ability to test is one of our biggest innovation drivers and KPIs we set with clients.

How do you evaluate your programmatic supply partners?

In the past three years alone, programmatic supply has come a long way. Today, with the help of our exchange partners, we are able to tap inventory above the open exchange — leveraging private marketplace deals and programmatic guaranteed buys.  We’re constantly working on ways to find the right audience, in the right place, at the right time. Partnerships such as the one that we have with OpenX allow us to deliver on that promise.  

We also challenge our SSP and exchange partners to resolve issues such as fraud, bot traffic and improve viewability metrics. It is a huge benefit to be able to work together to take these issues off the table.

How do you approach training your teams on the technology solutions available to them?

At the end of the day, technology is technology. In my view, it is really about the people that sit behind these platforms that make the difference  –  it is their expertise that drives outcomes for our clients and the growth of our industry. Education is crucial in such a rapidly evolving media landscape. Building programmatic expertise and competency is a huge part of that, one element of which is understanding issues related to fraud and viewability. To address this, we developed Amnet University, a learning and development program that is designed to provide our employees with the training and tools needed to be successful in their jobs. The curriculum changes regularly to reflect the shifts in the industry and to ensure that our teams are proficient in addressing current trends and topics.

A key part of Amnet University is partner-based training, where we look to partners such as OpenX to provide point-of-view on industry topics and new solutions.

Do clients have enough knowledge to articulate expectations, or are they looking to you for programmatic expertise / advice?

Programmatic is constantly changing, so our clients look to us for education, direction and thought leadership.

Clients’ expectations of programmatic are perfectly aligned with ours — they’re looking to programmatic to drive tangible results and higher ROI. Programmatic campaign performance delivers true insight into a consumer’s journey, and does an incredible job of helping brands identify how they should be allocating their media dollars. Through the Amnet Audience Center, our proprietary DMP, we are able to share deep insights on a brand’s target audience, often uncovering customer segments that may have been unaware of previously. Those insights are not only helpful for programmatic strategy, but across their holistic media program. Programmatic is very powerful when used properly, and our clients know that.

Can you talk about the relationship with OpenX and how we’ve worked together?

The relationship that we have with OpenX grew out of an aligned passion for all things programmatic. Our initial discussions were around industry trends, sharing insights and understanding each other’s approaches. It was precisely what made our relationship with OpenX unique from the start.

The OpenX team is completely open to our feedback on how to customize their offering to better meet Amnet client needs, and their flexibility makes the partnership a mutually beneficial one. Today, we’re working together to develop programmatic solutions for Amnet clients that may not exist today, but we’re determined to make them a reality together.

As our use of private marketplaces, programmatic guaranteed and cross-screen initiatives grow, so does our relationship with OpenX. OpenX has been a partner who is committed to helping us develop scalable, performance-driven, audience-led solutions.

You mentioned automated guaranteed, so I wanted to get your thoughts on the concept of Real-Time Guaranteed (OpenX’s new solution that brings together the certainty of direct campaigns with the efficiency of real-time bidding technology and audience syncing).

With Real-Time Guaranteed, the power of choice is key. Guaranteed buys paired with reliable forcecasting, customized inventory selection and scalable audience decisioning capabilities is a game changer.

At Amnet, our Publisher Development team is responsible for leading the charge on all things supply. Their efforts have positioned us to be at the forefront of truly guaranteed programmatic conversations.

We’re excited for this new future.

What’s next for Amnet?

To bring this conversation full circle, the increase in device types such as smart watches, cars, refrigerators and more is opening the door for additional audience insight capabilities. Imagine how powerful cross-device will be if (more like when) that data is available for marketers to leverage!

Programmatic brings together automation, efficiency, data and knowledge to drive sophisticated media strategies. The sky’s the limit.

OpenX, Google Partnership Brings GDN Remarketing Demand to OpenX Publishers

As part of our ongoing quest to supply publishers with access to a diverse set of buyers OpenX has partnered with Google, bringing the unique Google Display Network (GDN) remarketing campaign demand to publishers in the OpenX Ad Exchange.

Through the partnership, Google’s access to the high-quality inventory in the OpenX Ad Exchange provides GDN advertisers with additional opportunities to remarket, increasing ad campaign effectiveness and reach. This new avenue of highly-targeted ad campaigns further contributes to the ongoing mission of OpenX to drive superior monetization for our publisher partners. An additional benefit to OpenX publishers is that no integration is required to access the GDN remarketing demand.

The GDN remarketing relationship provides the premium publishers in the OpenX Ad Exchange additional opportunities to monetize their inventory, contributing to a marketplace where optimal results are consistently recognized by both sides of the exchange.