OpenXSelect

A supply-side curation product from one of the leading independent SSPs, targeting brands and agencies seeking privacy-safe, precise programmatic activation

OpenXSelect is a supply-side targeting and curation platform launched by OpenX on July 16, 2025. It is designed to give brands and agencies greater control and precision when activating campaigns across OpenX's premium programmatic marketplace. The platform enables buyers to curate custom inventory packages using first-party data, contextual signals, and audience attributes directly at the supply side, reducing reliance on third-party cookies and improving addressability in a privacy-first environment. OpenXSelect sits within OpenX's broader supply-side platform (SSP) ecosystem, which has long been recognized as one of the leading independent SSPs in the programmatic advertising industry. By offering curation capabilities natively on the supply side, OpenXSelect allows advertisers to work with publishers' first-party data and contextual intelligence without data leaving the publisher environment, aligning with evolving privacy regulations and signal loss challenges. The platform is positioned as a response to the industry's shift away from third-party identifiers, offering a cookieless-compatible solution that leverages OpenX's direct publisher relationships and data clean room integrations. It competes in the growing supply-side curation space alongside offerings from Index Exchange, Magnite, and other SSPs that have launched similar buyer-facing curation tools.