OpenX Technologies has officially launched OpenXSelect™, a next-generation supply-side curation and targeting platform designed to give brands and agencies unprecedented control over the media they buy. Available now, the new platform combines granular inventory management with advanced data targeting—all in a streamlined interface that balances precision with performance.

In an industry where transparency and efficiency are increasingly at odds, OpenXSelect offers a rare combination: buyer-centric control, curated quality, and scalable activation across audience, behavior, attention, and sustainability data signals.

Curation, Reimagined for Performance and Scale

OpenX has been a pioneer in supply-side curation since 2018, when it introduced OpenAudience™, the first identity-based data curation tool on the supply side. With OpenXSelect, the company is doubling down on that innovation—this time with a tool built directly for brands and agencies, not just data partners.

The platform allows buyers to:

• Curate premium inventory with transparency and control

• Activate custom targeting using a rich array of data inputs (audience, behavioral, attention, sustainability)

• Optimize campaign performance within a clean, intuitive user interface

• Unify programmatic strategy by connecting inventory selection and targeting logic in one place

This is more than just a smarter SSP. It’s a curation engine designed to bridge the buyer-seller gap—a response to growing advertiser demand for supply-path optimization, inventory accountability, and data-informed execution without relying on overly complex demand-side customizations.

A Platform Fit for the Programmatic Moment

As media buyers seek higher ROI, tighter control, and less waste in the programmatic supply chain, platforms like OpenXSelect may signal the next phase in SSP evolution: curation as a buyer-led function, not just a seller-side filter.

By giving buyers the tools to refine and activate inventory directly at the supply layer—with custom signals and preferences baked in—OpenX is not only modernizing the SSP model, it’s changing who holds the reins in programmatic targeting.

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