PASADENA, Calif.—OpenX Technologies, Inc., a major omnichannel supply-side ad platform, has launched TV+, an initiative that it hopes will unlock the full potential of CTV by combining the most powerful aspects of linear and programmatic buying models.
In launching TV+, OpenX noted that in the current CTV landscape, buyers aren’t able to efficiently buy in biddable media environments due to an over-indexing of intermediaries. Additionally, brands and agencies often pay CTV CPMs without having full transparency into what they’re buying. When non-TV content is categorized as CTV, publishers’ premium content is devalued.
