Will an Open Ad Exchange Benefit CTV Buyers and Sellers?

Will an Open Ad Exchange Benefit CTV Buyers and Sellers?

The growth of connected TV (CTV) ad buying and selling has been unprecedented. The surge in CTV advertising dollars is moving at the speed of light. Data from eMarketer estimated that as much as 33% of households in the US would no longer use pay TV connection within three years. As such, CTV ad buying has become highly competitive. For this exact reason, many are raising valid concerns about fraud, particularly when it comes to CTV impressions.

Open Marketplace vs. Private Marketplace

If you look at it categorically, private marketplace versus open exchange belongs to two different categories. Both of them can be available programmatically since programmatic means automated media buying. When buyers enter into a programmatic media buying process while accessing an inventory, they would typically see what they can buy. In this transaction, a buyer can undergo real-time bidding, which can be subdivided into a private marketplace.

When it comes to open exchange, publishers would control the content and establish pricing floors. Sometimes, this control can result in fraud, which is why most CTV ad buyers would prefer private marketplace deals over the open marketplace. However, this doesn’t mean that there’s no place for open marketplace deals. It still offers tons of benefits.

Benefits of Open Ad Exchange

1. Improved Brand Safety

Open ad exchange deals can increase the checks and balances among publishers. Through the open marketplace, publishers can implement a server-side ad insertion (SSAI) in which the impression pixel comes from the server-side. When applied, this can cause a seamless streaming experience for users.

Engaging in an open marketplace deal can ensure that buyers would have access to high-quality and brand-safe content. Since it’s programmatic in nature, it would be easier for ad buyers and sellers to stay agile in a rapidly changing marketplace.

Campaigns can be halted with no delay and even have a new one running within hours while ensuring that the right messaging allows them to connect to their audiences.

2. Better CTV Inventory

An open ad exchange presents an opportunity for CTV ad buyers and sellers to use CTV identifiers, which help them scale their audience, and this is because they are no longer within the same ecosystem like that of display advertising. This ecosystem allows better inventory liquidity and continuous supply in comparison to permitting buyers to book and lock deals months in advance.

3. Enhanced Audience Scaling

No matter how great a marketplace’s inventory is, it would all be useless if it cannot provide advertisers the opportunity to send their message to the right people. As discussed, open ad exchange can help audience scaling. But more than that, it allows publishers to explore growth opportunities by taking in marketplace signals through data.

Sellers can find value in using open ad exchange platforms by ensuring they are working with demand-side platforms (DSPs) that prioritize the safety and security of their inventory. For buyers, looking into the value of inventory with contextual insights will help them ensure they only use high-quality streaming supplies to provide to their target audience.

For the CTV ecosystem to reach full maturity, investing in an open marketplace should be a priority. AlgoriX ensures both our publishers and demand partners are safe from fraud by using our proprietary technology to monitor data in real time and partnering with industry-leading measurement solutions. Learn how AlgoriX can plan your CTV advertising for you. Connect with our sales experts now



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.