Omnichannel supply-side platform, OpenX Technologies, is bringing its TV by OpenX to Australia as part of an internal expansion that also includes France, Germany, Italy, Japan, Spain, and the United Kingdom.

Simultaneously, the company is enhancing its US offering to deliver future-proofed and differentiated data-driven curation to high-quality, biddable Connected TV (CTV).

TV by OpenX exclusively consists of broadcast-quality and direct inventory, with no resellers, ad networks, fireplace apps, games, mobile, User-Generated Content (UGC), or other unintentional inventory included in the supply. The platform provides access to direct-sourced inventory, improving transparency and control, while log-level reporting delivers complete visibility into impressions.

Since its US launch in November, TV by OpenX publishers have seen a 22% increase in monetised impressions, the vendor claimed. The next phase of TV by OpenX in the US combines future-proofed data-driven curation with high-quality, transparent, biddable CTV. US buyers can choose from any one of OpenX’s 250+ data partners, including Captify, Samba TV, and TVision, to target an audience via CTV inventory using OpenX's cross-platform identity graph.

"We’re thrilled to build on the success of TV by OpenX, both in geographical expansion as well as in enhancing the US offering to deliver buyers more data-driven curation options,” said Matt Sattel, SVP of buyer development at OpenX.

TV by OpenX enables political advertisers to reach high-value audiences on direct, premium supply this political cycle by leveraging ACR audiences from Samba TV. OpenX is an independent omnichannel supply-side platform (SSP) and provider of supply-side curation, transparency, and sustainability. It powers advertising across CTV, app, mobile web, and desktop, working with more than 130,000 premium publisher domains and over 100,000 advertisers.

"We're excited to continue our partnership with OpenX as it expands its TV by OpenX initiative to deliver buyers data-driven curation capabilities within CTV,” said Doug Cuesta, senior director, client strategy and operations at Captify.