OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, and ID5, the market-leading identity provider for digital advertising, today (December 11th, 2024) announced a solution to expand reach even in traditionally unaddressable environments such as Safari, Firefox, and Edge.

As the industry faces increasing signal loss, this new integration empowers OpenX buyers to leverage ID5 to drive incremental reach in newly addressable environments. The preceding years of delays and uncertainty when it comes to legacy signals such as third-party cookies have given identity leaders like ID5 and independent innovators like OpenX the opportunity to explore and widely test solutions that protect publisher revenue and help buyers attribute and scale their campaigns regardless of signal loss.

Through the ID5 and OpenX partnership, advertisers now have the ability to curate audiences using the ID5 ID in cookieless environments and activate in their DSP of choice. Initial testing has already demonstrated significant value: When the ID5 ID is present, OpenX deals delivered a 58%increase in reach across Safari desktop and a 37% increase in reach on mobile web compared to cookie-only traffic.

OpenX initially integrated with ID5 in 2021, passing the ID5 ID downstream to support publishers’ addressability needs. Today the collaboration has expanded to allow advertisers to target valuable audiences in channels that offer greater efficiency. By leveraging ID5 within OpenX’s advanced curation platform, clients can achieve campaign objectives and reach audiences across the web. Additionally, by mapping ID5’s identifiers to OpenX’s identity graph, the partnership expands scale, allowing brands to target a broader audience in other channels with precision.

"The decline of cookie-based signals has made it more difficult for advertisers to engage audiences and for publishers to maximise revenue," said Matt Sattel, chief revenue officer at OpenX. "By partnering with leaders like ID5, we’re transforming these challenges into opportunities. Our graph helps buyers curate efficient, audience-driven inventory in environments like Safari while unlocking incremental revenue from unmonetised channels for publishers."

"The recipe for successful addressability has three key ingredients: performance, consumer trust, and collaboration," said Mathieu Roche, chief executive officer & co-founder of ID5. "The partnership between ID5 and OpenX combines all of these, delivering expanded reach while fostering trust with consumers, ensuring a sustainable and effective solution to overcome signal loss."

At the heart of the partnership is a strong commitment to support all advertising stakeholders, consumers included. The collaboration allows media owners to enhance audience monetisation and advertisers to effectively reach their audiences in the face of signal loss while consumers enjoy content and services knowing their privacy preferences are fully respected.

OpenX

OpenX is an independent omni-channel supply-side platform and a global leader in supply-side targeting, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop...

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