OpenX enables automated partner discounts to preserve media budgets

OpenX Technologies announced September 17, 2025, the launch of automated discount capabilities from curation and technology partners directly within its OpenXSelect platform. The proprietary feature enables buyers to access reduced rates from more than 80 integrated partners while preserving budget allocations for working media.

According to the announcement, the capability addresses mounting pressure on independent agencies and holding companies to demonstrate quantifiable value to their brand clients. OpenX's solution allows buyers to negotiate discount agreements with technology partners and activate them through automated processes within the OpenXSelect environment.

"Buyers today are facing dual pressures: preserving media budgets while demonstrating quantifiable value back to their clients," said Matt Sattel, Chief Revenue Officer at OpenX. "By automating discounts from trusted curation and tech partners within OpenXSelect, we're enabling more efficient media buys, better outcomes, and a tangible performance edge — without compromising publisher monetization."

The automation feature operates through OpenX's supply-side platform infrastructure. Once buyers establish discount terms with technology partners, activation occurs at the seat ID level or through deal IDs within OpenXSelect accounts. The system eliminates manual setup requirements while providing operational flexibility for both managed and programmatically curated campaigns.

Partner integrations span multiple categories including data providers, format companies, and measurement solutions. Named participants include Audigent (part of Experian), Captify, and Rippl among the 80+ available options. These partnerships function independently of existing supply path optimization agreements buyers maintain with OpenX.

The feature addresses evolving industry dynamics around working media preservation. Brands increasingly scrutinize technology costs within programmatic campaigns while demanding transparency across their supply chains. Supply path optimization initiatives have gained traction throughout 2024 and 2025 as buyers seek operational efficiency improvements.

OpenX's approach differs from traditional discount structures by enabling activation across key programmatic channels including connected television without additional operational overhead. Buyers can test, scale, or modify technology solutions through the unified interface while maintaining discount rates negotiated with individual partners.

"We're excited to see this new solution expand access to supply path optimization, enabling marketing data collaboration that delivers scalable, measurable value to buyers," said Greg Williams, Senior Vice President of Partner Success at Audigent. "It opens up new pathways for brands to activate high-performing solutions seamlessly, helping the industry move toward more transparent, outcome-driven media investments."

The technical implementation leverages OpenX's identity graph covering 237 million U.S. users. This infrastructure supports targeted campaign scaling without requiring changes to demand-side platform setups or existing workflow configurations. OpenXSelect integrates with publisher inventory from OpenX's network of more than 200,000 premium domains globally.

Discount agreements remain unique between buyers and technology partners, with OpenX facilitating technical enablement rather than determining financial terms. The platform provides fast activation capabilities and return on investment tracking once agreements reach finalization. Technology partners enable discounts within their OpenXSelect accounts using buyer-specific identifiers.

The announcement reflects broader programmatic advertising consolidation trends around standardized curation practices. The Interactive Advertising Bureau Technology Laboratory's Curation Framework has influenced major platform developments throughout 2025, including implementations at Google Ad Manager, Microsoft Advertising, and various supply-side platforms.

Industry adoption of curation standards gained momentum following the December 16, 2024 formal announcement, though the framework had been available since early 2023. The standards encompass Seller-Defined Audiences, Taxonomies, Data Transparency, and SupplyChain object specifications designed to improve computational efficiency for demand-side platforms.

OpenX operates as an independent omnichannel supply-side platform with a 17-year track record of programmatic innovation. The company maintains partnerships with publishers across connected television, mobile applications, mobile web, and desktop environments. OpenX achieved CarbonNeutral certification and third-party verification for its Science Based Targets initiative Net-Zero objectives.

The discount automation capability builds upon OpenX's previous curation developments, including its 2018 launch of OpenAudience and the July 2025 general availability of OpenXSelect. The platform integrates with 150 million connected television devices through OpenX's proprietary identity graph infrastructure.

Technology partner portfolio expansion reflects evolving supply chain transparency requirements across programmatic advertising. Publishers and platforms increasingly implement verification standards to combat fraud while ensuring legitimate commercial relationships throughout automated trading environments.

The feature operates within OpenX's broader platform ecosystem that spans format companies, measurement providers, and trusted third-party data suppliers. Buyers can activate reduced rates across their full technology partner portfolios through single interface controls rather than managing separate vendor relationships.

Market dynamics continue favoring consolidated platform approaches as agencies seek operational efficiency improvements amid increasing campaign complexity. Platform fee disparities have driven significant budget migrations throughout 2025, with buyers prioritizing cost optimization while maintaining performance standards.

Connected television programmatic spending growth has accelerated discount automation demand. CTV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025, creating opportunities for technology partnerships that deliver both efficiency and performance improvements across premium video inventory.

Recent OpenX developments include specialized data integrations for vertical-specific targeting capabilities. The company integrated S&P Global Mobility's Polk Automotive data in August 2025, demonstrating its approach to providing sector-focused solutions within the broader supply-side platform infrastructure.

The automated discount system represents OpenX's response to agency operational pressures documented in September 2025 research. Digital advertising agencies seek to increase client portfolios by 83% without proportional headcount increases, driving automation technology adoption across campaign management workflows.

Supply-side platforms face intensifying competition as buyers evaluate technology investments against working media preservation objectives. OpenX's discount automation addresses this tension by enabling cost reduction without sacrificing advanced targeting and measurement capabilities that drive campaign performance improvements.

Timeline

• September 2023: OpenX initially launches ConteX Marketplace with contextual targeting capabilities
• 2018: OpenX launches OpenAudience, establishing first supply-side platform identity graph for data partner activation
• Early 2023: IAB Tech Lab establishes comprehensive Curation Framework with four fundamental components
• December 16, 2024: IAB Tech Lab formally announces curation standards despite two-year availability
• July 16, 2025: OpenX announces OpenXSelect general availability with comprehensive curation platform
• August 20, 2025: OpenX integrates S&P Global Mobility's Polk Automotive data for precise targeting
• August 25, 2024: OpenX expands ConteX Marketplace with advanced keyword targeting and new data partners
• September 17, 2025: OpenX announces automated discount capability for 80+ curation and technology partners

Summary

Who: OpenX Technologies launched the automated discount capability alongside technology partners including Audigent (part of Experian), Captify, and Rippl among 80+ integrated providers.

What: A proprietary automation system enabling buyers to receive discounts from curation and technology partners directly within OpenXSelect, preserving budget for working media while optimizing performance and maintaining transparency.

When: OpenX announced the capability on September 17, 2025, with immediate availability for buyers using the OpenXSelect platform.

Where: The system operates across OpenX's global network of more than 200,000 premium publisher domains, spanning connected television, display, mobile, and desktop advertising channels.

Why: To address dual pressures facing buyers who must preserve media budgets while demonstrating quantifiable value to clients, enabling more efficient media purchases and better campaign outcomes without compromising publisher monetization.