For the past decade, the most effective way to advertise in digital media has been on Facebook and Google. Marketers in the U.S. now spend two-thirds of all digital ad spend on the “walled gardens,” despite the fact that they receive less than 36 percent of total consumer time spent online. This type of ad spend will likely continue to dominate, as eMarketer forecasts that Amazon, Facebook and Google will collectively rake in 63 cents of every U.S. ad dollar spent by 2020. According to eMarketer, addressing this massive asymmetry in advertising – where tens of billions of dollars are over allocated to the walled gardens – is the top concern of marketers in 2019.
To shift the paradigm, OpenX has developed a true people-based marketing solution for the open web. OpenAudience was designed to provide marketers and publishers with a unified level of knowledge about consumer audiences through a platform built on privacy. For marketers, OpenAudience provides the ability to plan and buy people-based marketing campaigns that combine the impact and ease of use of Facebook advertising with the scale of the open web. It is powered by a comprehensive proprietary data asset and supplemented by integrated partnerships with LiveRamp, Tapad and more.
“OpenAudience is a natural evolution of programmatic advertising, combining the unified knowledge of people-based audiences with the transactional power of programmatic to create a planning, buying and advertising experience that is unlike anything else in the market today,” says Todd Parsons, chief product officer at OpenX.
“No exchange in the market today has enabled a unified view of publisher audiences,” adds Travis Clinger, vice president of strategic initiatives, LiveRamp. “Now, OpenX is democratizing identity across all publishers on the open web, helping marketers to plan and buy audiences the way they do inside walled gardens. We are thrilled to be a key component of OpenAudience.”
OpenAudience is currently in active partner testing with multiple marketers in the U.S., including Fortune 500 financial service and consumer personal care companies, along with one of America’s largest online entertainment outlets, and will be generally available to the broader market in Q3 of 2019.