OpenWeb, a leading audience engagement and advertising technology company, has announced the launch of its new platform, Community Exchange, which transforms authentic online conversations into actionable, privacy-safe audience segments. Alongside the product debut, the company named Kelly Andresen as Executive Vice President of Demand Sales, where she will lead OpenWeb’s global demand strategy, partnerships, and advertising sales operations.
Community Exchange is designed to address one of digital advertising most persistent challenges balancing precision targeting with scalable reach. Built from the participation of more than 100 million logged-in users across OpenWeb’s network of over 5,000 trusted publishers, the platform analyzes real-time engagement such as comments, reactions, and interactions to create anonymized, intent-based audiences. These audiences are then available for activation across display, video, native, exclusive, and in-conversation ad formats, all within a privacy-first framework.
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OpenWeb’s recent research underscores the need for such an innovation. While 99% of advertisers plan to increase their investment in first-party data, many identity solutions still force a trade-off between scale and accuracy. Community Exchange resolves this issue by building people-based audiences directly from community engagement signals rather than relying solely on contextual or cookie-based methods. The platform integrates seamlessly with OpenWeb’s supply-side platform, ensuring efficient campaign activation while maintaining compliance with data privacy standards through fully consented user relationships.
“Advertisers need authentic ways to reach real people,” said Kelly Andresen, Executive Vice President of Demand Sales at OpenWeb. “When someone comments on an article or reacts to content, they reveal mindset and sentiment that page-level targeting misses. It’s the perfect time to be joining this business and a unique inflection point in the market.”
Andresen brings extensive experience to her new role, having previously served as President of USA TODAY National Sales at Gannett, where she oversaw national sales across 250 sites. She also held senior leadership positions at The Washington Post and SiriusXM, where she developed data-driven advertising strategies for premium media brands. At OpenWeb, she will oversee teams across the United States, United Kingdom, and France, focusing on advancing engagement-based advertising and strengthening brand-safe media partnerships.
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Jim Daily, CEO of OpenWeb, emphasized the strategic value of both the new platform and Andresen’s appointment. “Supply path optimization matters more than ever,” he said. “Buyers want direct relationships with premium publishers and clear visibility into where ads appear. Community Exchange provides both through our owned-and-operated network. This is why it was critical we find the right demand side leader to take us to the next level. Kelly brings a breadth and depth of experience that helps us grow and deliver a best in class advertising experience.”
By combining authentic audience insights with transparent, consent-based data collaboration, OpenWeb’s Community Exchange is set to redefine engagement-led advertising, providing marketers with the precision, trust, and performance they need in today’s evolving digital landscape.
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