Causal and OpenX Partner To Bring Scalable, High-Quality CTV Advertising

In a strategic alliance aimed at elevating the quality and scale of connected TV advertising, the advanced digital advertising provider Causal has announced a new partnership with OpenX, one of the world’s leading omnichannel supply-side platforms. The collaboration is designed to deliver more impactful and sustainable advertising campaigns in the rapidly growing CTV environment by combining Causal’s sophisticated data strategies with OpenX’s high-performing, transparent marketplace.

The power of this collaboration was recently demonstrated in a high-stakes campaign advocating for expanded access to affordable healthcare in New York. The initiative, which required both broad reach and nuanced, contextually appropriate messaging, yielded measurable success. The partnership drove a remarkable 17.73% increase in efficiency when compared to other supply-side platforms that were also tested in the campaign. OpenX’s inventory accounted for a significant 36% of the total impressions, which were delivered primarily through premium CTV placements on both national and local news programming. This quality-first approach ensured high-impact delivery without over-saturating the audience, reinforcing the advocacy message with maximum resonance.

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For Causal, the partnership is a direct reflection of its commitment to bringing greater accountability and innovation to the digital advertising space. “Partnering with OpenX aligns with our commitment to innovation and accountability in digital advertising,” said Christopher Birtch, Director of Account Operations at Causal. “Their leadership in SPO and supply-side targeting complements our mission to provide clients with impactful, data-driven campaigns that contribute to a better future while meeting the industry’s growing demand for inventory curation and transparency.”

From OpenX’s perspective, the collaboration highlights the nuanced requirements of sensitive and impactful advertising verticals like political advocacy. The ability to deliver curated, high-quality inventory is crucial for organizations seeking to effect meaningful change. “Political advocacy campaigns demand both scale and nuance,” said Stacy Bohrer, SVP Buyer Development, The Americas, at OpenX. “Our work with Causal demonstrates how curated, high-quality inventory can deliver measurable results for organizations looking to drive real change, while ensuring responsible media buying through transparent supply paths.”

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Ultimately, the partnership between Causal and OpenX serves as a powerful testament to the idea that advertisers do not have to choose between scale and quality. By combining advanced, data-driven strategies with a transparent and high-performing marketplace, this collaboration proves that it is possible to achieve significant efficiency gains while delivering impactful messaging in premium environments. This model for performance-focused CTV campaigns is set to drive stronger ROI and maximize reach for a new generation of advertisers.