As connected television continues to attract growing advertising investment, marketers are increasingly focused on measuring viewer engagement and ensuring ads reach attentive audiences. The new OpenX Attention Targeting solution aims to address this demand by enabling advertisers to activate attention based signals in real time across connected television inventory.
OpenX Technologies announced the launch of OpenX Attention Targeting, a supply side capability designed to help advertisers target high attention CTV inventory during programmatic transactions. The solution is powered by measurement technology from TVision and is available through OpenXSelect, the company’s curated marketplace environment.
The new integration allows advertisers to activate campaigns based on predictive attention scores before a bid is placed. By enabling real time optimization of campaign delivery, OpenX Attention Targeting seeks to help brands improve engagement and maximize the impact of connected television advertising investments.
The launch comes as connected TV ad spending continues to rise. Industry forecasts indicate that CTV advertising investment will grow by nearly fourteen percent this year, prompting advertisers to demand more transparency, performance measurement, and accountability across streaming environments.
OpenX previously introduced its TV by OpenX marketplace in 2023, which focused on improving supply quality through direct publisher relationships and inventory that is verified as glass on wall viewing. Despite these improvements, the broader CTV market remains fragmented, and measuring engagement at the impression level has remained a challenge for advertisers and agencies.
Through the new capability, OpenX combines real time bidstream signals with engagement data provided by TVision. TVision’s measurement platform collects passive viewing data from in home panels that track person level engagement with connected television content. This data is then used to create predictive attention models that estimate the likelihood that viewers are actively watching the screen.
By merging these attention signals with contextual information such as device type, time of day, and viewing duration, the OpenX platform can identify opportunities where advertisements are more likely to be seen by attentive viewers. Advertisers can apply the targeting across curated programmatic deals within OpenXSelect through either self serve tools or managed campaign workflows.
The platform provides access to audiences across OpenX’s identity graph, which includes more than two hundred thirty one million monthly unique users. Advertisers can also combine attention targeting with additional audience, contextual, and content based targeting parameters to refine campaign delivery.
“The next evolution of attention metrics is from pre- and post-campaign to real-time optimization,” said Hassan Babajane, CRO at TVision. “This partnership allows buyers to use attention metrics to shape campaign performance. We’re proud to bring the most actionable use of attention data yet to the programmatic ecosystem alongside OpenX.”
“OpenX Attention Targeting gives brands what they’ve been asking for: real-time CTV performance optimization based on true viewer engagement,” said Erika Loberg, Global Head of CTV at OpenX. “For the first time, advertisers can activate attention as a targeting parameter at scale, in real time, and directly influence outcomes before the bid.”
With the launch of OpenX Attention Targeting, the companies aim to shift attention measurement from post campaign analysis to real time optimization. As connected television advertising continues to evolve, solutions that combine engagement measurement with programmatic activation may play an increasingly important role in helping advertisers deliver more effective and accountable campaigns across streaming platforms.
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