Technology profile · Self-serve
OpenX
Reviews are scoped by engagement type. Scores reflect only the dimensions that apply to how this vendor is actually bought in APAC.
Composite
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No verified practitioner reviews yet
- Pricing model
- Not disclosed
- Category
- SSP & Ad Supply
- Engagement type
- Self-serve
- HQ
- Not disclosed
Full Detail is adding: Partner ecosystem (2)
What it is
Independent supply-side platform positioning itself on inventory quality and supply-path efficiency specifically, rather than raw scale. Core argument (stated directly in materials reviewed): the top SSPs already provide near-identical access to commodity supply, so differentiation has to come from quality controls, direct publisher relationships, and reduced request duplication rather than volume alone.
Funding & ownership
Funding raised
$85M across 6 rounds from 31 investors including Sapphire Ventures.
Most recent disclosed round was January 2013, over a decade with no new disclosed equity raise, consistent with a mature, revenue-sustained business rather than one actively fundraising, though that's an inference, not a confirmed fact.
More detail ↗Last checked 30 Aug 2026
For context only, not financial advice. Private funding data is self-reported or third-party compiled and may be incomplete.
Rating dimensions · Self-serve
- Time to first value (days)
- Awaiting evidence
- Documentation quality
- Awaiting evidence
- Pricing transparency
- Awaiting evidence
- API and integrations
- Awaiting evidence
- Support responsiveness
- Awaiting evidence
- Reporting quality
- Awaiting evidence
These are the dimensions this vendor will be scored on. Nothing is scored until a verified practitioner submits one.
Product architecture
- 01Curated packages — pre-vetted category or site-list packages rather than 1:1 publisher deals, configurable by whitelist/blocklist, audience and contextual requirements, priority URLs, and format. Vendor-stated: instant activation, no publisher sign-off required, fixed-to-non-fixed pricing structures said to reduce costs by an average of 20%.
- 02Supply-Side Targeting (SST) — described as curation plus one additional layer, applying 1st/2nd/3rd-party audience data at the supply side, before the bid ever reaches the DSP, with no pass-through fees on that data layer. Output is a single Deal ID that traffics in any DSP, described as the same strategy as curation, just with data applied further upstream, not a separate product.
- 03OpenX Inventory Quality (IQ) Scoring — proprietary models scoring each request against 40+ privacy-safe signals to predict engagement likelihood. Two modes: Boost (filters out least-likely-to-engage traffic, for scale-focused or niche-targeting deals) and Max (prioritises top-scoring traffic, for performance-focused deals). Optimised for CTR, CPC, VCR and CPCV across desktop, mobile web and mobile app, Display and OLV.Coverage caveatImportant caveat stated directly in materials: currently limited to select geographies, Australia and Singapore specifically, not full APAC coverage.
Distinctive asset
75% of publisher supply is direct (not resold through intermediaries). TAG Platinum certified. MFA domains excluded by default within deals. Vendor-stated: approximately 20 billion requests excluded daily for failing quality standards (based on excluding roughly 5% of incoming request volume, implying total scale in the range of hundreds of billions of requests daily), with 235,000+ lifetime blocked domains and apps. 100% sellers.json adoption and transparency on publisher accounts, independently cited by Jounce rather than self-reported.
Market coverage
Global: 200K+ brand and agency partners, 151K+ direct publisher domains, 450+ employees, 9 offices. IQ Scoring specifically is currently limited to Australia and Singapore within APAC, not the full region.
Partner ecosystem
- Jounce (independent third-party verification of sellers.json transparency — cited, not an OpenX self-report)
- TAG (Trustworthy Accountability Group) — Platinum certification for anti-fraud, inventory quality, transparency and anti-malware
Practitioner reviews
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Adkeen doesn't publish vendor-supplied scores. OpenX stays unscored until a practitioner who has actually run it in-market files a review, and every review is checked before it appears here.
Practitioner notes
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