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New initiative launched to “unlock potential of biddable CTV”

Omnichannel platform OpenX has unveiled TV+, in what it said is "the programmatic industry’s first initiative to unlock the full potential of biddable CTV" 

OpenX Technologies, an omnichannel supply-side platform, has announced the launch of TV+, which it describes as “an ongoing initiative to unlock the full potential of CTV by combining the most powerful aspects of linear and programmatic buying models”.

The company said that in the current CTV landscape, buyers aren’t able to efficiently buy in biddable media environments due to an over-indexing of intermediaries. The first phase of TV+ will eliminate all resellers from its CTV inventory pool, it continued, ensuring that buyers have more working media and reduced invalid traffic. Additionally, OpenX will now remove all non-TV content, including fireplace apps, gaming, UGC, OTT, and mobile, from its CTV inventory.

“I’ve spent the majority of my career in TV, and ensuring that CTV doesn’t repeat the same cycles as digital is imperative to the success of programmatic TV,” said Geoff Wolinetz, SVP of publisher and demand platforms at OpenX.

“As we embark on creating the future of CTV, we have the opportunity to make programmatic TV more efficient and effective by ensuring content is fit for purpose, accessed directly, and demand and supply partners have transparency across the value chain. This will positively impact buyer confidence, enabling them to implement key strategies such as incremental reach.”

Adam Roodman, SVP of product strategy and management at Yahoo, added, “CTV is a powerful channel for marketers to reach and engage with their audiences. As this happens, solutions that prioritise control and transparency will enable buyers to lean into their KPIs in biddable CTV environments, helping them further realise the full promise of programmatic CTV.”