CINXE.COM

<!doctype html> <html class="no-js" lang="en-US"> <head> <meta charset="UTF-8"> <meta name="viewport" content="width=device-width, initial-scale=1" /> <link rel="profile" href="https://gmpg.org/xfn/11"> <link type="text/plain" rel="author" href="https://blog.openx.com/humans.txt" /> <link rel="apple-touch-icon" sizes="57x57" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-57x57.png"> <link rel="apple-touch-icon" sizes="60x60" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-60x60.png"> <link rel="apple-touch-icon" sizes="72x72" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-72x72.png"> <link rel="apple-touch-icon" sizes="76x76" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-76x76.png"> <link rel="apple-touch-icon" sizes="114x114" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-114x114.png"> <link rel="apple-touch-icon" sizes="120x120" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-120x120.png"> <link rel="apple-touch-icon" sizes="144x144" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-144x144.png"> <link rel="apple-touch-icon" sizes="152x152" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-152x152.png"> <link rel="apple-touch-icon" sizes="180x180" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/apple-icon-180x180.png"> <link rel="icon" type="image/png" sizes="192x192" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/android-icon-192x192.png"> <link rel="icon" type="image/png" sizes="32x32" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/favicon-32x32.png"> <link rel="icon" type="image/png" sizes="96x96" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/favicon-96x96.png"> <link rel="icon" type="image/png" sizes="16x16" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/favicon-16x16.png"> <link rel="manifest" href="https://blog.openx.com/wp-content/themes/openx-blog/icons/manifest.json"> <meta name="msapplication-TileColor" content="#263139"> <meta name="msapplication-TileImage" content="https://blog.openx.com/wp-content/themes/openx-blog/icons/ms-icon-144x144.png"> <meta name="theme-color" content="#263139">  <script async src="https://www.googletagmanager.com/gtag/js?id=G-VMQ3Q7CD3G"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-VMQ3Q7CD3G'); </script>  <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-PHMF87XR');</script>  <meta name='robots' content='index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1' /> <script>document.documentElement.className = document.documentElement.className.replace("no-js","js");</script>  <title>The Era of Biddable TV | TheXchange</title> <link rel="canonical" href="https://blog.openx.com/the-era-of-biddable-tv/" /> <meta property="og:locale" content="en_US" /> <meta property="og:type" content="article" /> <meta property="og:title" content="The Era of Biddable TV | TheXchange" /> <meta property="og:description" content="Cutting the cord Consumers are fundamentally changing the way they watch TV. The pandemic expedited the shift from traditional linear viewership, with US TV viewers spending nearly three-and-a-half hours every day watching digital video, two of which are viewed on CTV devices.  As this transformation matures, buyers need to rely on new targeting capabilities to […]" /> <meta property="og:url" content="https://blog.openx.com/the-era-of-biddable-tv/" /> <meta property="og:site_name" content="TheXchange" /> <meta property="article:published_time" content="2024-03-12T13:52:54+00:00" /> <meta property="article:modified_time" content="2024-06-04T21:57:53+00:00" /> <meta property="og:image" content="https://blog.openx.com/wp-content/uploads/2024/03/era-of-biddable-tv.webp" /> <meta property="og:image:width" content="2100" /> <meta property="og:image:height" content="900" /> <meta property="og:image:type" content="image/webp" /> <meta name="author" content="Ryan Christopher" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:label1" content="Written by" /> <meta name="twitter:data1" content="Ryan Christopher" /> <meta name="twitter:label2" content="Est. reading time" /> <meta name="twitter:data2" content="3 minutes" /> <script type="application/ld+json" class="yoast-schema-graph">{"@context":"https://schema.org","@graph":[{"@type":"Article","@id":"https://blog.openx.com/the-era-of-biddable-tv/#article","isPartOf":{"@id":"https://blog.openx.com/the-era-of-biddable-tv/"},"author":{"name":"Ryan Christopher","@id":"https://blog.openx.com/#/schema/person/af37d49438fb0cfbfff10aa68da9cf93"},"headline":"The Era of Biddable TV","datePublished":"2024-03-12T13:52:54+00:00","dateModified":"2024-06-04T21:57:53+00:00","mainEntityOfPage":{"@id":"https://blog.openx.com/the-era-of-biddable-tv/"},"wordCount":617,"publisher":{"@id":"https://blog.openx.com/#organization"},"image":{"@id":"https://blog.openx.com/the-era-of-biddable-tv/#primaryimage"},"thumbnailUrl":"https://blog.openx.com/wp-content/uploads/2024/03/era-of-biddable-tv.webp","articleSection":["Addressability","CTV"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https://blog.openx.com/the-era-of-biddable-tv/","url":"https://blog.openx.com/the-era-of-biddable-tv/","name":"The Era of Biddable TV | TheXchange","isPartOf":{"@id":"https://blog.openx.com/#website"},"primaryImageOfPage":{"@id":"https://blog.openx.com/the-era-of-biddable-tv/#primaryimage"},"image":{"@id":"https://blog.openx.com/the-era-of-biddable-tv/#primaryimage"},"thumbnailUrl":"https://blog.openx.com/wp-content/uploads/2024/03/era-of-biddable-tv.webp","datePublished":"2024-03-12T13:52:54+00:00","dateModified":"2024-06-04T21:57:53+00:00","breadcrumb":{"@id":"https://blog.openx.com/the-era-of-biddable-tv/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https://blog.openx.com/the-era-of-biddable-tv/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https://blog.openx.com/the-era-of-biddable-tv/#primaryimage","url":"https://blog.openx.com/wp-content/uploads/2024/03/era-of-biddable-tv.webp","contentUrl":"https://blog.openx.com/wp-content/uploads/2024/03/era-of-biddable-tv.webp","width":2100,"height":900},{"@type":"BreadcrumbList","@id":"https://blog.openx.com/the-era-of-biddable-tv/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://blog.openx.com/"},{"@type":"ListItem","position":2,"name":"The Era of Biddable TV"}]},{"@type":"WebSite","@id":"https://blog.openx.com/#website","url":"https://blog.openx.com/","name":"TheXchange by OpenX","description":"The latest innovations, insights and trends in ad tech.","publisher":{"@id":"https://blog.openx.com/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://blog.openx.com/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https://blog.openx.com/#organization","name":"OpenX","url":"https://blog.openx.com/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https://blog.openx.com/#/schema/logo/image/","url":"https://blog.openx.com/wp-content/uploads/2022/10/logo-openx.png","contentUrl":"https://blog.openx.com/wp-content/uploads/2022/10/logo-openx.png","width":1200,"height":628,"caption":"OpenX"},"image":{"@id":"https://blog.openx.com/#/schema/logo/image/"}},{"@type":"Person","@id":"https://blog.openx.com/#/schema/person/af37d49438fb0cfbfff10aa68da9cf93","name":"Ryan Christopher","url":"https://blog.openx.com/author/ryan-christopheropenx-com/"}]}</script>  <link rel="alternate" type="application/rss+xml" title="TheXchange » Feed" href="https://blog.openx.com/feed/" /> <link rel="alternate" type="application/rss+xml" title="TheXchange » Comments Feed" href="https://blog.openx.com/comments/feed/" /> <script> window._wpemojiSettings = {"baseUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/","ext":".png","svgUrl":"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/svg\/","svgExt":".svg","source":{"concatemoji":"https:\/\/blog.openx.com\/wp-includes\/js\/wp-emoji-release.min.js?ver=6.7.1730490092"}}; /*! This file is auto-generated */ !function(i,n){var o,s,e;function c(e){try{var t={supportTests:e,timestamp:(new Date).valueOf()};sessionStorage.setItem(o,JSON.stringify(t))}catch(e){}}function p(e,t,n){e.clearRect(0,0,e.canvas.width,e.canvas.height),e.fillText(t,0,0);var t=new Uint32Array(e.getImageData(0,0,e.canvas.width,e.canvas.height).data),r=(e.clearRect(0,0,e.canvas.width,e.canvas.height),e.fillText(n,0,0),new Uint32Array(e.getImageData(0,0,e.canvas.width,e.canvas.height).data));return t.every(function(e,t){return e===r[t]})}function u(e,t,n){switch(t){case"flag":return n(e,"\ud83c\udff3\ufe0f\u200d\u26a7\ufe0f","\ud83c\udff3\ufe0f\u200b\u26a7\ufe0f")?!1:!n(e,"\ud83c\uddfa\ud83c\uddf3","\ud83c\uddfa\u200b\ud83c\uddf3")&&!n(e,"\ud83c\udff4\udb40\udc67\udb40\udc62\udb40\udc65\udb40\udc6e\udb40\udc67\udb40\udc7f","\ud83c\udff4\u200b\udb40\udc67\u200b\udb40\udc62\u200b\udb40\udc65\u200b\udb40\udc6e\u200b\udb40\udc67\u200b\udb40\udc7f");case"emoji":return!n(e,"\ud83d\udc26\u200d\u2b1b","\ud83d\udc26\u200b\u2b1b")}return!1}function f(e,t,n){var r="undefined"!=typeof WorkerGlobalScope&&self instanceof WorkerGlobalScope?new OffscreenCanvas(300,150):i.createElement("canvas"),a=r.getContext("2d",{willReadFrequently:!0}),o=(a.textBaseline="top",a.font="600 32px Arial",{});return e.forEach(function(e){o[e]=t(a,e,n)}),o}function t(e){var t=i.createElement("script");t.src=e,t.defer=!0,i.head.appendChild(t)}"undefined"!=typeof Promise&&(o="wpEmojiSettingsSupports",s=["flag","emoji"],n.supports={everything:!0,everythingExceptFlag:!0},e=new Promise(function(e){i.addEventListener("DOMContentLoaded",e,{once:!0})}),new Promise(function(t){var n=function(){try{var e=JSON.parse(sessionStorage.getItem(o));if("object"==typeof e&&"number"==typeof e.timestamp&&(new Date).valueOf()<e.timestamp+604800&&"object"==typeof e.supportTests)return e.supportTests}catch(e){}return null}();if(!n){if("undefined"!=typeof Worker&&"undefined"!=typeof OffscreenCanvas&&"undefined"!=typeof URL&&URL.createObjectURL&&"undefined"!=typeof Blob)try{var e="postMessage("+f.toString()+"("+[JSON.stringify(s),u.toString(),p.toString()].join(",")+"));",r=new Blob([e],{type:"text/javascript"}),a=new Worker(URL.createObjectURL(r),{name:"wpTestEmojiSupports"});return void(a.onmessage=function(e){c(n=e.data),a.terminate(),t(n)})}catch(e){}c(n=f(s,u,p))}t(n)}).then(function(e){for(var t in e)n.supports[t]=e[t],n.supports.everything=n.supports.everything&&n.supports[t],"flag"!==t&&(n.supports.everythingExceptFlag=n.supports.everythingExceptFlag&&n.supports[t]);n.supports.everythingExceptFlag=n.supports.everythingExceptFlag&&!n.supports.flag,n.DOMReady=!1,n.readyCallback=function(){n.DOMReady=!0}}).then(function(){return e}).then(function(){var e;n.supports.everything||(n.readyCallback(),(e=n.source||{}).concatemoji?t(e.concatemoji):e.wpemoji&&e.twemoji&&(t(e.twemoji),t(e.wpemoji)))}))}((window,document),window._wpemojiSettings); </script> <style id='wp-emoji-styles-inline-css'> img.wp-smiley, img.emoji { display: inline !important; border: none !important; box-shadow: none !important; height: 1em !important; width: 1em !important; margin: 0 0.07em !important; vertical-align: -0.1em !important; background: none !important; padding: 0 !important; } </style> <link rel='stylesheet' id='wp-block-library-css' href='https://blog.openx.com/wp-includes/css/dist/block-library/style.min.css?ver=6.7.1730490092' media='all' /> <style id='wp-block-library-theme-inline-css'> .wp-block-audio :where(figcaption){color:#555;font-size:13px;text-align:center}.is-dark-theme .wp-block-audio :where(figcaption){color:#ffffffa6}.wp-block-audio{margin:0 0 1em}.wp-block-code{border:1px solid #ccc;border-radius:4px;font-family:Menlo,Consolas,monaco,monospace;padding:.8em 1em}.wp-block-embed :where(figcaption){color:#555;font-size:13px;text-align:center}.is-dark-theme .wp-block-embed :where(figcaption){color:#ffffffa6}.wp-block-embed{margin:0 0 1em}.blocks-gallery-caption{color:#555;font-size:13px;text-align:center}.is-dark-theme .blocks-gallery-caption{color:#ffffffa6}:root :where(.wp-block-image figcaption){color:#555;font-size:13px;text-align:center}.is-dark-theme :root :where(.wp-block-image figcaption){color:#ffffffa6}.wp-block-image{margin:0 0 1em}.wp-block-pullquote{border-bottom:4px solid;border-top:4px solid;color:currentColor;margin-bottom:1.75em}.wp-block-pullquote cite,.wp-block-pullquote footer,.wp-block-pullquote__citation{color:currentColor;font-size:.8125em;font-style:normal;text-transform:uppercase}.wp-block-quote{border-left:.25em solid;margin:0 0 1.75em;padding-left:1em}.wp-block-quote cite,.wp-block-quote footer{color:currentColor;font-size:.8125em;font-style:normal;position:relative}.wp-block-quote:where(.has-text-align-right){border-left:none;border-right:.25em solid;padding-left:0;padding-right:1em}.wp-block-quote:where(.has-text-align-center){border:none;padding-left:0}.wp-block-quote.is-large,.wp-block-quote.is-style-large,.wp-block-quote:where(.is-style-plain){border:none}.wp-block-search .wp-block-search__label{font-weight:700}.wp-block-search__button{border:1px solid #ccc;padding:.375em .625em}:where(.wp-block-group.has-background){padding:1.25em 2.375em}.wp-block-separator.has-css-opacity{opacity:.4}.wp-block-separator{border:none;border-bottom:2px solid;margin-left:auto;margin-right:auto}.wp-block-separator.has-alpha-channel-opacity{opacity:1}.wp-block-separator:not(.is-style-wide):not(.is-style-dots){width:100px}.wp-block-separator.has-background:not(.is-style-dots){border-bottom:none;height:1px}.wp-block-separator.has-background:not(.is-style-wide):not(.is-style-dots){height:2px}.wp-block-table{margin:0 0 1em}.wp-block-table td,.wp-block-table th{word-break:normal}.wp-block-table :where(figcaption){color:#555;font-size:13px;text-align:center}.is-dark-theme .wp-block-table :where(figcaption){color:#ffffffa6}.wp-block-video :where(figcaption){color:#555;font-size:13px;text-align:center}.is-dark-theme .wp-block-video :where(figcaption){color:#ffffffa6}.wp-block-video{margin:0 0 1em}:root :where(.wp-block-template-part.has-background){margin-bottom:0;margin-top:0;padding:1.25em 2.375em} </style> <style id='global-styles-inline-css'> :root{--wp--preset--aspect-ratio--square: 1;--wp--preset--aspect-ratio--4-3: 4/3;--wp--preset--aspect-ratio--3-4: 3/4;--wp--preset--aspect-ratio--3-2: 3/2;--wp--preset--aspect-ratio--2-3: 2/3;--wp--preset--aspect-ratio--16-9: 16/9;--wp--preset--aspect-ratio--9-16: 9/16;--wp--preset--color--black: #000000;--wp--preset--color--cyan-bluish-gray: #abb8c3;--wp--preset--color--white: #ffffff;--wp--preset--color--pale-pink: #f78da7;--wp--preset--color--vivid-red: #cf2e2e;--wp--preset--color--luminous-vivid-orange: #ff6900;--wp--preset--color--luminous-vivid-amber: #fcb900;--wp--preset--color--light-green-cyan: #7bdcb5;--wp--preset--color--vivid-green-cyan: #00d084;--wp--preset--color--pale-cyan-blue: #8ed1fc;--wp--preset--color--vivid-cyan-blue: #0693e3;--wp--preset--color--vivid-purple: #9b51e0;--wp--preset--color--wild-sand: #f5f5f5;--wp--preset--color--quill-gray: #D4D4D4;--wp--preset--color--silver-chalise: #AEAEAE;--wp--preset--color--mineshaft: #222222;--wp--preset--color--victoria: #544A8D;--wp--preset--color--eminence: #753483;--wp--preset--color--denim: #1173C2;--wp--preset--color--mountain-meadow: #1AAA9A;--wp--preset--color--ronchi: #EFB152;--wp--preset--color--cerise: #D92D76;--wp--preset--color--purple-heart: #8C40D9;--wp--preset--color--apple: #39B54A;--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple: linear-gradient(135deg,rgba(6,147,227,1) 0%,rgb(155,81,224) 100%);--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan: linear-gradient(135deg,rgb(122,220,180) 0%,rgb(0,208,130) 100%);--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange: linear-gradient(135deg,rgba(252,185,0,1) 0%,rgba(255,105,0,1) 100%);--wp--preset--gradient--luminous-vivid-orange-to-vivid-red: linear-gradient(135deg,rgba(255,105,0,1) 0%,rgb(207,46,46) 100%);--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray: linear-gradient(135deg,rgb(238,238,238) 0%,rgb(169,184,195) 100%);--wp--preset--gradient--cool-to-warm-spectrum: linear-gradient(135deg,rgb(74,234,220) 0%,rgb(151,120,209) 20%,rgb(207,42,186) 40%,rgb(238,44,130) 60%,rgb(251,105,98) 80%,rgb(254,248,76) 100%);--wp--preset--gradient--blush-light-purple: linear-gradient(135deg,rgb(255,206,236) 0%,rgb(152,150,240) 100%);--wp--preset--gradient--blush-bordeaux: linear-gradient(135deg,rgb(254,205,165) 0%,rgb(254,45,45) 50%,rgb(107,0,62) 100%);--wp--preset--gradient--luminous-dusk: linear-gradient(135deg,rgb(255,203,112) 0%,rgb(199,81,192) 50%,rgb(65,88,208) 100%);--wp--preset--gradient--pale-ocean: linear-gradient(135deg,rgb(255,245,203) 0%,rgb(182,227,212) 50%,rgb(51,167,181) 100%);--wp--preset--gradient--electric-grass: linear-gradient(135deg,rgb(202,248,128) 0%,rgb(113,206,126) 100%);--wp--preset--gradient--midnight: linear-gradient(135deg,rgb(2,3,129) 0%,rgb(40,116,252) 100%);--wp--preset--gradient--gradient-demand-more: linear-gradient(110deg, #6AA6BF 9.93%, #458BA7 21.16%, #583885 62.23%, #753483 81.33%);--wp--preset--gradient--gradient-sustainability: linear-gradient(120deg, #2B97AF, #1E9745);--wp--preset--gradient--gradient-addressability: linear-gradient(120deg, #FF5400, #F8D636);--wp--preset--gradient--gradient-transparency: linear-gradient(120deg, #E03568, #8C40D9);--wp--preset--font-size--small: clamp(12px, 0.75rem + ((1vw - 3.2px) * 0.093), 13px);--wp--preset--font-size--medium: clamp(13.517px, 0.845rem + ((1vw - 3.2px) * 0.6), 20px);--wp--preset--font-size--large: clamp(22.041px, 1.378rem + ((1vw - 3.2px) * 1.293), 36px);--wp--preset--font-size--x-large: clamp(25.014px, 1.563rem + ((1vw - 3.2px) * 1.573), 42px);--wp--preset--font-size--paragraph: clamp(12px, 0.75rem + ((1vw - 3.2px) * 0.37), 16px);--wp--preset--font-size--h-5: clamp(13.517px, 0.845rem + ((1vw - 3.2px) * 0.6), 20px);--wp--preset--font-size--h-4: clamp(15.747px, 0.984rem + ((1vw - 3.2px) * 0.764), 24px);--wp--preset--font-size--h-3: clamp(20px, 1.25rem + ((1vw - 3.2px) * 1.111), 32px);--wp--preset--font-size--h-2: clamp(24.034px, 1.502rem + ((1vw - 3.2px) * 1.478), 40px);--wp--preset--font-size--h-1: clamp(33.419px, 2.089rem + ((1vw - 3.2px) * 2.461), 60px);--wp--preset--font-size--xl: clamp(37.821px, 2.364rem + ((1vw - 3.2px) * 2.98), 70px);--wp--preset--spacing--20: 0.44rem;--wp--preset--spacing--30: 0.67rem;--wp--preset--spacing--40: 1rem;--wp--preset--spacing--50: 1.5rem;--wp--preset--spacing--60: 2.25rem;--wp--preset--spacing--70: 3.38rem;--wp--preset--spacing--80: 5.06rem;--wp--preset--shadow--natural: 6px 6px 9px rgba(0, 0, 0, 0.2);--wp--preset--shadow--deep: 12px 12px 50px rgba(0, 0, 0, 0.4);--wp--preset--shadow--sharp: 6px 6px 0px rgba(0, 0, 0, 0.2);--wp--preset--shadow--outlined: 6px 6px 0px -3px rgba(255, 255, 255, 1), 6px 6px rgba(0, 0, 0, 1);--wp--preset--shadow--crisp: 6px 6px 0px rgba(0, 0, 0, 1);--wp--custom--line-height--body: 1.7;--wp--custom--line-height--heading: 1.3;}:root { --wp--style--global--content-size: 800px;--wp--style--global--wide-size: 966px; }:where(body) { margin: 0; }.wp-site-blocks > .alignleft { float: left; margin-right: 2em; }.wp-site-blocks > .alignright { float: right; margin-left: 2em; }.wp-site-blocks > .aligncenter { justify-content: center; margin-left: auto; margin-right: auto; }:where(.is-layout-flex){gap: 0.5em;}:where(.is-layout-grid){gap: 0.5em;}.is-layout-flow > .alignleft{float: left;margin-inline-start: 0;margin-inline-end: 2em;}.is-layout-flow > .alignright{float: right;margin-inline-start: 2em;margin-inline-end: 0;}.is-layout-flow > .aligncenter{margin-left: auto !important;margin-right: auto !important;}.is-layout-constrained > .alignleft{float: left;margin-inline-start: 0;margin-inline-end: 2em;}.is-layout-constrained > .alignright{float: right;margin-inline-start: 2em;margin-inline-end: 0;}.is-layout-constrained > .aligncenter{margin-left: auto !important;margin-right: auto !important;}.is-layout-constrained > :where(:not(.alignleft):not(.alignright):not(.alignfull)){max-width: var(--wp--style--global--content-size);margin-left: auto !important;margin-right: auto !important;}.is-layout-constrained > .alignwide{max-width: var(--wp--style--global--wide-size);}body .is-layout-flex{display: flex;}.is-layout-flex{flex-wrap: wrap;align-items: center;}.is-layout-flex > :is(*, div){margin: 0;}body .is-layout-grid{display: grid;}.is-layout-grid > :is(*, div){margin: 0;}body{padding-top: 0px;padding-right: 0px;padding-bottom: 0px;padding-left: 0px;}a:where(:not(.wp-element-button)){text-decoration: underline;}:root :where(.wp-element-button, .wp-block-button__link){background-color: #32373c;border-width: 0;color: #fff;font-family: inherit;font-size: inherit;line-height: inherit;padding: calc(0.667em + 2px) calc(1.333em + 2px);text-decoration: none;}.has-black-color{color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-color{color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-color{color: var(--wp--preset--color--white) !important;}.has-pale-pink-color{color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-color{color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-color{color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-color{color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-color{color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-color{color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-color{color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-color{color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-color{color: var(--wp--preset--color--vivid-purple) !important;}.has-wild-sand-color{color: var(--wp--preset--color--wild-sand) !important;}.has-quill-gray-color{color: var(--wp--preset--color--quill-gray) !important;}.has-silver-chalise-color{color: var(--wp--preset--color--silver-chalise) !important;}.has-mineshaft-color{color: var(--wp--preset--color--mineshaft) !important;}.has-victoria-color{color: var(--wp--preset--color--victoria) !important;}.has-eminence-color{color: var(--wp--preset--color--eminence) !important;}.has-denim-color{color: var(--wp--preset--color--denim) !important;}.has-mountain-meadow-color{color: var(--wp--preset--color--mountain-meadow) !important;}.has-ronchi-color{color: var(--wp--preset--color--ronchi) !important;}.has-cerise-color{color: var(--wp--preset--color--cerise) !important;}.has-purple-heart-color{color: var(--wp--preset--color--purple-heart) !important;}.has-apple-color{color: var(--wp--preset--color--apple) !important;}.has-black-background-color{background-color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-background-color{background-color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-background-color{background-color: var(--wp--preset--color--white) !important;}.has-pale-pink-background-color{background-color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-background-color{background-color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-background-color{background-color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-background-color{background-color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-background-color{background-color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-background-color{background-color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-background-color{background-color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-background-color{background-color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-background-color{background-color: var(--wp--preset--color--vivid-purple) !important;}.has-wild-sand-background-color{background-color: var(--wp--preset--color--wild-sand) !important;}.has-quill-gray-background-color{background-color: var(--wp--preset--color--quill-gray) !important;}.has-silver-chalise-background-color{background-color: var(--wp--preset--color--silver-chalise) !important;}.has-mineshaft-background-color{background-color: var(--wp--preset--color--mineshaft) !important;}.has-victoria-background-color{background-color: var(--wp--preset--color--victoria) !important;}.has-eminence-background-color{background-color: var(--wp--preset--color--eminence) !important;}.has-denim-background-color{background-color: var(--wp--preset--color--denim) !important;}.has-mountain-meadow-background-color{background-color: var(--wp--preset--color--mountain-meadow) !important;}.has-ronchi-background-color{background-color: var(--wp--preset--color--ronchi) !important;}.has-cerise-background-color{background-color: var(--wp--preset--color--cerise) !important;}.has-purple-heart-background-color{background-color: var(--wp--preset--color--purple-heart) !important;}.has-apple-background-color{background-color: var(--wp--preset--color--apple) !important;}.has-black-border-color{border-color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-border-color{border-color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-border-color{border-color: var(--wp--preset--color--white) !important;}.has-pale-pink-border-color{border-color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-border-color{border-color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-border-color{border-color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-border-color{border-color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-border-color{border-color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-border-color{border-color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-border-color{border-color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-border-color{border-color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-border-color{border-color: var(--wp--preset--color--vivid-purple) !important;}.has-wild-sand-border-color{border-color: var(--wp--preset--color--wild-sand) !important;}.has-quill-gray-border-color{border-color: var(--wp--preset--color--quill-gray) !important;}.has-silver-chalise-border-color{border-color: var(--wp--preset--color--silver-chalise) !important;}.has-mineshaft-border-color{border-color: var(--wp--preset--color--mineshaft) !important;}.has-victoria-border-color{border-color: var(--wp--preset--color--victoria) !important;}.has-eminence-border-color{border-color: var(--wp--preset--color--eminence) !important;}.has-denim-border-color{border-color: var(--wp--preset--color--denim) !important;}.has-mountain-meadow-border-color{border-color: var(--wp--preset--color--mountain-meadow) !important;}.has-ronchi-border-color{border-color: var(--wp--preset--color--ronchi) !important;}.has-cerise-border-color{border-color: var(--wp--preset--color--cerise) !important;}.has-purple-heart-border-color{border-color: var(--wp--preset--color--purple-heart) !important;}.has-apple-border-color{border-color: var(--wp--preset--color--apple) !important;}.has-vivid-cyan-blue-to-vivid-purple-gradient-background{background: var(--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple) !important;}.has-light-green-cyan-to-vivid-green-cyan-gradient-background{background: var(--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan) !important;}.has-luminous-vivid-amber-to-luminous-vivid-orange-gradient-background{background: var(--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange) !important;}.has-luminous-vivid-orange-to-vivid-red-gradient-background{background: var(--wp--preset--gradient--luminous-vivid-orange-to-vivid-red) !important;}.has-very-light-gray-to-cyan-bluish-gray-gradient-background{background: var(--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray) !important;}.has-cool-to-warm-spectrum-gradient-background{background: var(--wp--preset--gradient--cool-to-warm-spectrum) !important;}.has-blush-light-purple-gradient-background{background: var(--wp--preset--gradient--blush-light-purple) !important;}.has-blush-bordeaux-gradient-background{background: var(--wp--preset--gradient--blush-bordeaux) !important;}.has-luminous-dusk-gradient-background{background: var(--wp--preset--gradient--luminous-dusk) !important;}.has-pale-ocean-gradient-background{background: var(--wp--preset--gradient--pale-ocean) !important;}.has-electric-grass-gradient-background{background: var(--wp--preset--gradient--electric-grass) !important;}.has-midnight-gradient-background{background: var(--wp--preset--gradient--midnight) !important;}.has-gradient-demand-more-gradient-background{background: var(--wp--preset--gradient--gradient-demand-more) !important;}.has-gradient-sustainability-gradient-background{background: var(--wp--preset--gradient--gradient-sustainability) !important;}.has-gradient-addressability-gradient-background{background: var(--wp--preset--gradient--gradient-addressability) !important;}.has-gradient-transparency-gradient-background{background: var(--wp--preset--gradient--gradient-transparency) !important;}.has-small-font-size{font-size: var(--wp--preset--font-size--small) !important;}.has-medium-font-size{font-size: var(--wp--preset--font-size--medium) !important;}.has-large-font-size{font-size: var(--wp--preset--font-size--large) !important;}.has-x-large-font-size{font-size: var(--wp--preset--font-size--x-large) !important;}.has-paragraph-font-size{font-size: var(--wp--preset--font-size--paragraph) !important;}.has-h-5-font-size{font-size: var(--wp--preset--font-size--h-5) !important;}.has-h-4-font-size{font-size: var(--wp--preset--font-size--h-4) !important;}.has-h-3-font-size{font-size: var(--wp--preset--font-size--h-3) !important;}.has-h-2-font-size{font-size: var(--wp--preset--font-size--h-2) !important;}.has-h-1-font-size{font-size: var(--wp--preset--font-size--h-1) !important;}.has-xl-font-size{font-size: var(--wp--preset--font-size--xl) !important;}.has-body-font-family{font-family: var(--wp--preset--font-family--body) !important;}.has-heading-font-family{font-family: var(--wp--preset--font-family--heading) !important;} :where(.wp-block-post-template.is-layout-flex){gap: 1.25em;}:where(.wp-block-post-template.is-layout-grid){gap: 1.25em;} :where(.wp-block-columns.is-layout-flex){gap: 2em;}:where(.wp-block-columns.is-layout-grid){gap: 2em;} :root :where(.wp-block-pullquote){font-size: clamp(0.984em, 0.984rem + ((1vw - 0.2em) * 0.764), 1.5em);line-height: 1.6;} </style> <link rel='stylesheet' id='custom-style-css' href='https://blog.openx.com/wp-content/themes/openx-blog/style.css?ver=1730489974.1730490092' media='all' /> <script src="https://blog.openx.com/wp-includes/js/jquery/jquery.min.js?ver=3.7.1.1730490092" id="jquery-core-js"></script> <script src="https://blog.openx.com/wp-includes/js/jquery/jquery-migrate.min.js?ver=3.4.1.1730490092" id="jquery-migrate-js"></script> <link rel="https://api.w.org/" href="https://blog.openx.com/wp-json/" /><link rel="alternate" title="JSON" type="application/json" href="https://blog.openx.com/wp-json/wp/v2/posts/64504" /><link rel="EditURI" type="application/rsd+xml" title="RSD" href="https://blog.openx.com/xmlrpc.php?rsd" /> <link rel='shortlink' href='https://blog.openx.com/?p=64504' /> <link rel="alternate" title="oEmbed (JSON)" type="application/json+oembed" href="https://blog.openx.com/wp-json/oembed/1.0/embed?url=https%3A%2F%2Fblog.openx.com%2Fthe-era-of-biddable-tv%2F" /> <link rel="alternate" title="oEmbed (XML)" type="text/xml+oembed" href="https://blog.openx.com/wp-json/oembed/1.0/embed?url=https%3A%2F%2Fblog.openx.com%2Fthe-era-of-biddable-tv%2F&format=xml" /> </head> <body class="post-template-default single single-post postid-64504 single-format-standard wp-embed-responsive post-the-era-of-biddable-tv">  <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-PHMF87XR" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>  <header class="header-nav"> <nav class="navbar fixed-top navbar-expand-lg align-items-lg-end navbar-light bg-light py-2 py-lg-3"> <div class="container"> <a class="navbar-search order-lg-5 d-none d-lg-block" href="javascript:void(0);"> <img src="https://blog.openx.com/wp-content/themes/openx-blog/images/icons/search.svg" alt="Search" width="22" height="22"> </a> <a class="navbar-brand" href="https://blog.openx.com"> <img src="https://blog.openx.com/wp-content/themes/openx-blog/images/logos/logo-openx-thexchange.svg" alt="TheXchange"> </a> <button class="navbar-toggler hamburger hamburger--slider" type="button" data-bs-toggle="collapse" data-bs-target="#main-menu" aria-controls="main-menu" aria-expanded="false" aria-label="Toggle navigation"> <span class="hamburger-box"> <span class="hamburger-inner"></span> </span> </button> <div class="navbar-search-form border-top border-bottom w-100 py-4 d-none d-lg-block"> <div class="container"> <form role="search" method="get" class="form search-form" action="/index.php"> <div class="input-group"> <input name="s" type="text" class="form-control" placeholder="Search"> <button type="submit" value="Search" class="btn btn--small" type="button"><i class="fa fa-search" aria-hidden="true"></i> </button> </div> </form> </div> </div> <div class="collapse navbar-collapse" id="main-menu"> <ul id="menu-magazine-blog-navigation" class="navbar-nav justify-content-lg-around mx-lg-3 mx-xl-4 my-2 my-md-0 "><li id="menu-item-64389" class="menu-item menu-item-type-taxonomy menu-item-object-category current-post-ancestor current-menu-parent current-post-parent nav-item nav-item-64389"><a href="https://blog.openx.com/category/addressability/" class="nav-link active">Addressability</a></li> <li id="menu-item-64392" class="menu-item menu-item-type-taxonomy menu-item-object-category nav-item nav-item-64392"><a href="https://blog.openx.com/category/transparency/" class="nav-link ">Transparency</a></li> <li id="menu-item-64844" class="menu-item menu-item-type-taxonomy menu-item-object-category nav-item nav-item-64844"><a href="https://blog.openx.com/category/responsibility/" class="nav-link ">Responsibility</a></li> <li class="nav-link mt-3 me-3"> <form role="search" method="get" class="form search-form d-lg-none pt-4" action="/index.php"> <div class="input-group"> <input name="s" type="text" class="form-control" placeholder="Search"> <button type="submit" value="Search" class="btn btn--small" type="button"><i class="fa fa-search" aria-hidden="true"></i> </button> </div> </form> </li></ul> </div> </div> </nav> </header> <section class="hero py-5 hero--image" style="background-image:url(https://blog.openx.com/wp-content/themes/openx-blog/images/featured-image.jpg)" > <div class="container position-relative z-1 py-5"> <h1 class="fs-ox3 text-white text-center ">The Era of Biddable TV</h1> <p class="hero__meta meta text-center d-flex justify-content-center mb-0"><span>By <a class="link-underline" href="https://blog.openx.com/author/ryan-christopheropenx-com/">Ryan Christopher</a> in <a class="link-underline" href="https://blog.openx.com/category/addressability/">Addressability</a>, <a class="link-underline" href="https://blog.openx.com/category/ctv/">CTV</a><span class="ms-2">|</span><span class="fw-normal ms-2">March 12, 2024</span></span></p> </div> </section> <div class="post-body"> <div class="container py-5"> <div class="row justify-content-center"> <div class="col-12 col-md-11 col-lg-10 col-xl-9"> <h3 class="wp-block-heading"><strong>Cutting the cord</strong></h3> <p>Consumers are fundamentally changing the way they watch TV. The pandemic <a href="https://www.insiderintelligence.com/router/?logout=1&returnurl=https%3A%2F%2Fsubscriptions-na1.emarketer.com%2FAccount%2FLogin%3FreturnUrl%3Dhttps%253A%252F%252Fcontent-na1.emarketer.com%252Fus-time-spent-with-media-forecast-2023%2523page-charts%26pr%3Dtrue" target="_blank" rel="noopener noreferrer">expedited the shift</a> from traditional linear viewership, with US TV viewers spending nearly three-and-a-half hours every day watching digital video, two of which are viewed on CTV devices. </p> <p>As this transformation matures, buyers need to rely on new targeting capabilities to reach valuable audiences across CTV devices in measurable ways while driving deeper engagement and ROI against their media campaigns.</p> <p>So why are so many brands and agencies still buying this inventory through upfronts via programmatic guaranteed or private marketplaces, mimicking the old-school ways of securing premium video inventory? </p> <h3 class="wp-block-heading"><strong>Change is good, if not always perfect</strong></h3> <p>Think back to the early days of buying linear TV. A media buyer would broker individual deals with networks to commit upfront dollars to new programming, helping develop predictable revenue streams for media companies and supporting high-quality programs as they were produced. </p> <p>The downside was that if the audiences never materialized, networks were left to navigate makegoods, program cancellations, and poor performance. Conversely, buyers who didn’t get in early would be shut out of some real winners because the inventory was locked up before they even had a chance to make a deal.</p> <p>In the early years of the digital revolution, the <a href="https://www.iab.com/events/newfronts-2023/" target="_blank" rel="noopener noreferrer">Digital Newfronts</a> emerged. For a while, this seemed to help networks navigate a new era of TV viewership, but buyers began to demand better measurement, stronger guarantees, and more flexibility. Thus, programmatic emerged to not only fill the remaining inventory avails that hadn’t been committed to in upfront negotiations, but to command more efficient CPMs against inventory that wasn’t necessarily first run.</p> <p>It’s no surprise that these new technologies were recognized as a way to streamline these transactions, with most sellers opting for programmatic guaranteed or private marketplaces to ensure they maintained optimal control over their most valuable inventory. Unfortunately, this perpetuated some of the issues experienced with traditional linear buys: Makegoods persisted, individual deals needed to be set up between buyers and publishers, and CPMs remained flat.       </p> <h3 class="wp-block-heading"><strong>More transparent and efficient options</strong></h3> <p>No longer do buyers and publishers need to settle for the traditional methods of transacting premium video inventory. Through biddable programmatic <a href="https://blog.openx.com/introducing-tv-the-programmatic-industrys-first-initiative-to-unlock-the-full-potential-of-biddable-ctv/">TV by OpenX</a>, publishers can rest easy knowing their premium inventory is only being sold directly and alongside other premium content.</p> <p>Improvements in measurement allow publishers to understand which audiences are deeply engaged, further enhancing the rich targeting biddable provides. The wealth of first-party data means publishers can make better informed programming decisions. Additionally, by passing on some of this information through SSPs like OpenX, they can help buyers deterministically target desired audiences across all media formats.</p> <p>For buyers, biddable CTV delivers the flexibility to compete on premium inventory based on real-time market dynamics, without being locked into firm budget commitments. This method of buying also eliminates the need to create individual deals with publishers, streamlining campaign setup and activation across the board and saving valuable time. </p> <p>Additionally, biddable CTV allows brands and agencies to enhance their CTV campaigns by matching audiences through <a href="https://www.openx.com/buyers/" target="_blank" rel="noopener noreferrer">identity resolution tools</a>, effectively delivering their messages to consumers across whatever environments they’re visiting. Because many of these consumers have cut the cord, this delivers incremental reach to audiences that aren’t accessible via traditional linear methods.</p> <h3 class="wp-block-heading"><strong>Win Win Win with Biddable TV by OpenX</strong></h3> <p>We’re in the early stages of the era of biddable TV, but the benefits are clear. </p> <p>To learn more about how TV by OpenX can help you navigate this shifting landscape, reach out to us today or download the one-sheet below.<br><br></p> <script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/embed/v2.js"></script> <script> hbspt.forms.create({ region: "na1", portalId: "22798272", formId: "18e203eb-e12e-4952-80b7-c4c61a404196", sfdcCampaignId: "701Uv000004IYc2IAG" }); </script> <div> <hr> <h6>About OpenX</h6> <p>OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at <a href="https://www.openx.com">www.openx.com</a>.</p> </div> </div> </div> </div> </div> <section class="hero hero--mid-page hero--more py-5"> <div class="container py-5"> <div class="share-this d-flex align-items-center"> <h6 class="fw-bold text-white me-3 lh-1 mb-0">Share This</h6>  <div class="a2a_kit a2a_kit_size_32 a2a_default_style"> <a class="a2a_button_facebook"></a> <a class="a2a_button_linkedin"></a> <a class="a2a_button_x"></a> <a class="a2a_button_copy_link"></a> <a class="a2a_dd" href="https://www.addtoany.com/share"></a> </div> <script async src="https://static.addtoany.com/menu/page.js"></script>  </div> </div> </section> <section class="bg-aqua-catskill py-5" style="margin-top: -50px;"> <div class="container py-5"> <div class="row pt-5"> <h6 class="fw-bold mb-0 mb-lg-4">Recommended For You</h6> <div class="col-12 col-lg-4 mt-5 mt-lg-0"> <a href="https://blog.openx.com/how-openx-is-redefining-curation/" class="card h-100"> <div class="card-image ratio ratio-16x9" style="background-image:url(https://blog.openx.com/wp-content/uploads/2024/10/Image-Touch-Up-570x320.png)"></div> <div class="card-body d-flex flex-column"> <p class="card-meta">Addressability, Curation</p> <h3 class="h6 card-title text-mine-shaft fw-bold">How OpenX Is Redefining Curation</h3> <p class="card-meta mt-auto small mb-0"><span class="fw-normal">By OpenX</span></p> </div> </a> </div> <div class="col-12 col-lg-4 mt-5 mt-lg-0"> <a href="https://blog.openx.com/contex-marketplace-offers-contextual-premium-audience-targeting/" class="card h-100"> <div class="card-image ratio ratio-16x9" style="background-image:url(https://blog.openx.com/wp-content/uploads/2024/08/iStock-1311598658-570x320.jpg)"></div> <div class="card-body d-flex flex-column"> <p class="card-meta">Addressability, OpenX Innovations</p> <h3 class="h6 card-title text-mine-shaft fw-bold">ConteX Marketplace Offers Contextual, Premium Audience Targeting</h3> <p class="card-meta mt-auto small mb-0"><span class="fw-normal">By OpenX</span></p> </div> </a> </div> <div class="col-12 col-lg-4 mt-5 mt-lg-0"> <a href="https://blog.openx.com/tv-by-openx-receives-the-inaugural-martech-breakthrough-award-for-ctv-innovation/" class="card h-100"> <div class="card-image ratio ratio-16x9" style="background-image:url(https://blog.openx.com/wp-content/uploads/2024/08/OpenX-MarTechAward-570x320.jpg)"></div> <div class="card-body d-flex flex-column"> <p class="card-meta">CTV, Transparency</p> <h3 class="h6 card-title text-mine-shaft fw-bold">TV by OpenX Receives the Inaugural MarTech Breakthrough Award for CTV Innovation</h3> <p class="card-meta mt-auto small mb-0"><span class="fw-normal">By OpenX</span></p> </div> </a> </div> </div> </div> </section> <section class="post-nav text-white"> <div class="container-fluid"> <div class="row row-cols-1 row-cols-md-2"> <a href="https://blog.openx.com/international-womens-day-women-who-advocate-for-equity-diversity-and-inclusion/" class="post-nav__item post-nav__item--prev bg-white text-white text-decoration-none p-5 text-end"> <div class="post-nav__item__img" style="background-image: url(https://blog.openx.com/wp-content/uploads/2024/03/Screenshot-2024-03-08-at-12.09.17-PM-570x320.png);"></div> <div class="post-nav__item__content position-relative" > <svg xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" viewBox="0 0 39 12"> <line class="top" x1="23" y1="-0.5" x2="29.5" y2="6.5" stroke="#ffffff;" style="stroke: white; stroke-width: 2px; stroke-dasharray: 10px;"></line> <line class="bottom" x1="23" y1="12.5" x2="29.5" y2="5.5" stroke="#ffffff;" style="stroke: white; stroke-width: 2px; stroke-dasharray: 10px;"></line> </svg> <span class="line"></span> <p class="fw-bold pt-5">Previous Post</p> <h6 class="fw-bold pb-5">International Women鈥檚 Day: Women Who Advocate for Equity, Diversity and Inclusion</h6> </div> </a> <a href="https://blog.openx.com/75-of-european-brands-and-agencies-report-sustainability-metrics-are-a-top-priority/" class="post-nav__item post-nav__item--next bg-white text-white text-decoration-none p-5"> <div class="post-nav__item__img" style="background-image: url(https://blog.openx.com/wp-content/uploads/2024/06/sustainability-forest-570x320.webp);"></div> <div class="post-nav__item__content position-relative" > <p class="fw-bold pt-5">Next Post</p> <h6 class="fw-bold pb-5">75% of European Brands and Agencies Report Sustainability Metrics Are a Top Priority</h6> <svg xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" viewBox="0 0 39 12"> <line class="top" x1="23" y1="-0.5" x2="29.5" y2="6.5" stroke="#ffffff;" style="stroke: white; stroke-width: 2px; stroke-dasharray: 10px;"></line> <line class="bottom" x1="23" y1="12.5" x2="29.5" y2="5.5" stroke="#ffffff;" style="stroke: white; stroke-width: 2px; stroke-dasharray: 10px;"></line> </svg> <span class="line"></span> </div> </a> </div> </div> </section> <section class="oxcta my-5 py-4 "> <div class="container"> <div class="oxcta__inner"> <div class="row align-items-center p-5"> <div class="col-12 col-lg-9"> <h1 class="h1 text-white mb-4 mb-lg-0">Demand More From Your Media</h1> </div> <div class="col-12 col-lg-3 text-lg-end"> <a href="https://www.openx.com/contact-us/" class="btn btn--outline btn--hover-white btn--light" target="_blank" rel="noopener noreferrer">Contact Us</a> </div> </div> </div> </div> </section> <section class="site-footer"> <div class="container-fluid container-md py-5"> <a href="" class="site-footer__logo"> <img src="https://blog.openx.com/wp-content/themes/openx-blog/images/logos/logo-openx-light.svg" alt="OpenX"> </a> </div> <div class="container-fluid container-lg pb-5"> <div class="row"> <div class="col-12 d-flex flex-column flex-md-row align-items-start"> <a target="_blank" href="https://www.openx.com/privacy-center/" class="btn btn--victoria btn--rounded btn--small mb-4 mb-md-0 me-md-4" rel="noopener noreferrer">Privacy Center</a> <a target="_blank" href="https://www.openx.com/privacy-center/browser-opt-out-portal/" class="btn btn--victoria btn--rounded btn--small" rel="noopener noreferrer">Do Not Sell or Share My Personal Information</a> </div> </div> </div> <div class="container-fluid container-lg"> <div class="site-footer__lower border-top border-1 border-silver-chalice"> <div class="row pt-2 pb-lg-4"> <div class="col-12 col-lg-9"> <ul id="footer-utility-nav" class="list-inline mb-4"> <li id="menu-item-1354" class="menu-item menu-item-type-post_type menu-item-object-page nav-item nav-item-1354"> <a target="_blank" href="https://www.openx.com/legal/" class="nav-link " rel="noopener noreferrer">Legal</a> </li> <li id="menu-item-1355" class="menu-item menu-item-type-post_type menu-item-object-page nav-item nav-item-1355"> <a target="_blank" href="https://www.openx.com/legal/terms-and-conditions/" class="nav-link " rel="noopener noreferrer">Terms & Conditions</a> </li> <li id="menu-item-1356" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-privacy-policy nav-item nav-item-1356"> <a target="_blank" href="https://www.openx.com/privacy-center/privacy-policy/" class="nav-link " rel="noopener noreferrer">OpenX Website Privacy Policy</a> </li> <li id="menu-item-2708" class="menu-item menu-item-type-custom menu-item-object-custom nav-item nav-item-2708"> <a target="_blank" href="https://www.openx.com/privacy-center/ad-exchange-privacy-policy/#section-5" class="nav-link " rel="noopener noreferrer">Interest-Based Advertising</a> </li> </ul> <p class="site-footer__copyright small mt-2">Copyright © 2024 OpenX. All rights reserved.</p> </div> <div class="col-12 col-lg-3 text-lg-end py-4 py-lg-0"> <div class="list-inline site-footer__social"> <a class="list-inline-item" href="https://www.facebook.com/OpenX/" target="_blank" rel="noopener noreferrer"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"> <path d="M400 32H48A48 48 0 0 0 0 80v352a48 48 0 0 0 48 48h137.25V327.69h-63V256h63v-54.64c0-62.15 37-96.48 93.67-96.48 27.14 0 55.52 4.84 55.52 4.84v61h-31.27c-30.81 0-40.42 19.12-40.42 38.73V256h68.78l-11 71.69h-57.78V480H400a48 48 0 0 0 48-48V80a48 48 0 0 0-48-48z" /> </svg> </a> <a class="list-inline-item" href="https://www.instagram.com/openxlife/" target="_blank" rel="noopener noreferrer"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"> <path d="M224.1 141c-63.6 0-114.9 51.3-114.9 114.9s51.3 114.9 114.9 114.9S339 319.5 339 255.9 287.7 141 224.1 141zm0 189.6c-41.1 0-74.7-33.5-74.7-74.7s33.5-74.7 74.7-74.7 74.7 33.5 74.7 74.7-33.6 74.7-74.7 74.7zm146.4-194.3c0 14.9-12 26.8-26.8 26.8-14.9 0-26.8-12-26.8-26.8s12-26.8 26.8-26.8 26.8 12 26.8 26.8zm76.1 27.2c-1.7-35.9-9.9-67.7-36.2-93.9-26.2-26.2-58-34.4-93.9-36.2-37-2.1-147.9-2.1-184.9 0-35.8 1.7-67.6 9.9-93.9 36.1s-34.4 58-36.2 93.9c-2.1 37-2.1 147.9 0 184.9 1.7 35.9 9.9 67.7 36.2 93.9s58 34.4 93.9 36.2c37 2.1 147.9 2.1 184.9 0 35.9-1.7 67.7-9.9 93.9-36.2 26.2-26.2 34.4-58 36.2-93.9 2.1-37 2.1-147.8 0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z" /> </svg> </a> <a class="list-inline-item" href="https://www.linkedin.com/company/openx" target="_blank" rel="noopener noreferrer"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"> <path d="M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z" /> </svg> </a> <a class="list-inline-item" href="https://twitter.com/OpenX" target="_blank" rel="noopener noreferrer"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"> <path d="M459.37 151.716c.325 4.548.325 9.097.325 13.645 0 138.72-105.583 298.558-298.558 298.558-59.452 0-114.68-17.219-161.137-47.106 8.447.974 16.568 1.299 25.34 1.299 49.055 0 94.213-16.568 130.274-44.832-46.132-.975-84.792-31.188-98.112-72.772 6.498.974 12.995 1.624 19.818 1.624 9.421 0 18.843-1.3 27.614-3.573-48.081-9.747-84.143-51.98-84.143-102.985v-1.299c13.969 7.797 30.214 12.67 47.431 13.319-28.264-18.843-46.781-51.005-46.781-87.391 0-19.492 5.197-37.36 14.294-52.954 51.655 63.675 129.3 105.258 216.365 109.807-1.624-7.797-2.599-15.918-2.599-24.04 0-57.828 46.782-104.934 104.934-104.934 30.213 0 57.502 12.67 76.67 33.137 23.715-4.548 46.456-13.32 66.599-25.34-7.798 24.366-24.366 44.833-46.132 57.827 21.117-2.273 41.584-8.122 60.426-16.243-14.292 20.791-32.161 39.308-52.628 54.253z" /> </svg> </a> <a class="list-inline-item" href="https://vimeo.com/openx" target="_blank" rel="noopener noreferrer"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"> <path d="M403.2 32H44.8C20.1 32 0 52.1 0 76.8v358.4C0 459.9 20.1 480 44.8 480h358.4c24.7 0 44.8-20.1 44.8-44.8V76.8c0-24.7-20.1-44.8-44.8-44.8zM377 180.8c-1.4 31.5-23.4 74.7-66 129.4-44 57.2-81.3 85.8-111.7 85.8-18.9 0-34.8-17.4-47.9-52.3-25.5-93.3-36.4-148-57.4-148-2.4 0-10.9 5.1-25.4 15.2l-15.2-19.6c37.3-32.8 72.9-69.2 95.2-71.2 25.2-2.4 40.7 14.8 46.5 51.7 20.7 131.2 29.9 151 67.6 91.6 13.5-21.4 20.8-37.7 21.8-48.9 3.5-33.2-25.9-30.9-45.8-22.4 15.9-52.1 46.3-77.4 91.2-76 33.3.9 49 22.5 47.1 64.7z" /> </svg> </a> </div> </div> </div> </div> </div> </section> <div id="newsletter-signup" class="toast show" role="alert" aria-live="assertive" aria-atomic="true"> <div class="toast-header border-0"> <button type="button" class="btn-close ms-auto me-1 mt-2" data-bs-dismiss="toast" aria-label="Close"></button> </div> <div class="toast-body"> <div class="form-intro-4798"> <h6 class="header">Stay up to date with TheXchange.</h6> <p class="fw-bold">Get the latest in Ad Tech, products, events, articles, and the industries top stories.</p> </div> <div class="form-thankyou-4798 d-none"> <p>Thank you for signing up for the OpenX blog! You will receive a confirmation email shortly.</p> </div> <div id="newsletter_form"> <script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/embed/v2.js"></script> <script> hbspt.forms.create({ region: "na1", portalId: "22798272", formId: "5b2a51aa-aaca-4083-a2ce-8b8401e0fd4c" }); </script> </div> </div> </div>  <script type="text/javascript" id="hs-script-loader" async defer src="//js.hs-scripts.com/22798272.js"></script>  <script src="https://blog.openx.com/wp-content/themes/openx-blog/js/appNt.js?ver=1701482440.1730490092" id="custom-script-nt-js"></script> <script src="https://blog.openx.com/wp-content/themes/openx-blog/js/app.js?ver=1730489976.1730490092" id="custom-script-main-js"></script> </body> </html>