Without a direct integration with an SSP, it can sometimes take seven to 10 days for the audience-creation-to-delivery process to play out, McElhinney said. Advertisers can create a custom audience and deliver ads to that audience in the same day. The speed of the integration will also be an advantage for Horizon clients. And if buyers want to buy audiences from a particular publisher, they can do so through private marketplaces (PMPs). “And that means that there’s not data being pushed around to a bunch of different places, which could lead to leakage.”Ĭombining audiences in this fashion allows advertisers to target known users and prospect for potential new users based on first-party data from both buyers and sellers.Īdvertisers can create custom audiences across OpenX’s entire publisher ecosystem. “The single match enables us to distribute this deal ID to any DSP that’s integrated with OpenX,” Chisholm said.
Using a deal ID means advertisers can reach more potential impressions that would otherwise be lost on the open web as bid requests pass through traffic-shaping filters from SSPs and queries-per-second (QPS) filters via DSPs, Chisholm said. The blu.ID integration allows all that hashed data to be packaged into a deal ID that can be transacted on within OpenX’s SSP. Now Horizon Media clients can combine the identity graphs they’ve created in Horizon’s data platform with OpenX’s OpenAudience data platform to target individual users who are associated with a blu.ID.Īdvertisers can use Horizon’s blu.ID to combine PII licensed from TransUnion with advertiser first-party data to build audience graphs. In addition to creating a more environmentally friendly supply path, the integration made sense because OpenX audiences tend to drive business outcomes for Horizon Media’s clients, said Horizon EVP and Chief Data Officer Laura McElhinney. Plus, OpenX claims to run a carbon-neutral platform. Second, buyers and sellers already have their identity graphs matched within the platform, so less data processing needs to happen in real time. First, Horizon Media’s clients can now buy inventory directly from OpenX without relying on resellers or intermediaries.
This type of direct connection reduces the processing power required to run auctions in two main ways.
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