OpenX Technologies, Inc., one of the world’s leading omnichannel Supply-Side Advertising Platforms, announced its official launch in Mexico as the first step in a broader expansion strategy in Latin America. This decision reflects the growing regional demand from both advertisers and publishers (digital media) for high-quality programmatic solutions that offer transparency, performance, and premium media experiences.
As part of this market entry, Michelle Feerman has been appointed Senior Sales Director, LATAM , marking OpenX’s first hire in the region. Based in Mexico City, Feerman will lead demand-side strategy and business development in Latin America, starting with a focus on connecting agencies and brands in Mexico with OpenX’s premium, brand-safe inventory.
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Reporting to Jeff Harp, Regional VP, US West, Central, & LATAM, Feerman will work closely with brands and agencies across the region to help them gain greater control over their media investments—enabling them to activate curated inventory strategies across the demand-side advertising platforms of their choice while developing more direct partnerships with key publishers.
As advertisers in Latin America increasingly seek greater transparency, efficiency, and strategic guidance from SSPs, Feerman will play a pivotal role in bringing these new possibilities to market. He will also contribute critical regional insights to OpenX’s global product development, particularly in the evolution of OpenXSelect, the company’s recently launched curation platform, built to provide buyers with smarter, more streamlined access to high-quality inventory.
Feerman joins OpenX with nearly a decade of experience in digital media and adtech in Latin America. He began his career at Google, where he first gained deep insights into the digital ecosystem before moving into programmatic media buying roles at Webedia and Adsmovil. Most recently, Feerman led the Mexico team at Integral Ad Science (IAS), spearheading strategic sales initiatives, building key agency relationships, and introducing innovative solutions in growing markets like Mexico.
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“OpenX is exactly what the Latin American market needs right now: transparent, accountable, and results-driven programmatic solutions,” said Michelle Feerman, Senior Sales Director, LATAM at OpenX. “I’m excited to join a team that is not only committed to quality inventory, but also genuinely focused on accessible AI and supply-side targeting. The potential in Latin America is enormous, and I look forward to bringing real local market knowledge to help buyers make smarter, more impactful decisions with OpenX as their trusted partner.”
Feerman’s appointment marks an important step in OpenX’s growth trajectory, reflecting its ongoing commitment to bringing much-needed transparency to programmatic CTV and OTT and maintaining high inventory quality standards, which has positioned the company as a preferred SSP for premium publishers and buyers globally.
“Michelle’s experience in the region and her passion for building customer-centric strategies make her highly qualified to drive OpenX’s expansion in Mexico,” said Jeff Harp, Regional VP, US West, Central, & LATAM at OpenX. “Buyers in Latin America are looking for partners who can help them navigate a rapidly evolving digital landscape. Michelle’s proven ability to build trusted relationships and unlock value in go-to-market strategies will be critical as we expand our presence in Mexico and beyond.”
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Source – Businesswire
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