Ari Paparo talks with OpenX CRO Matt Sattel about how supply-side platforms are evolving in 2025, from simple “pipes” to intelligent systems focused on quality, transparency, and outcomes. They discuss trends shaping the ecosystem, including curation, data-driven SPO, MFA, and request duplication, as well as the growing influence of AI and automation. The conversation also looks at the challenges of operating in a two-sided marketplace and why agility and accountability matter more than ever.

Takeaways

OpenX positions itself as a “smart pipe,” emphasizing innovation and quality over raw scale.

SPO should be data-driven, not just a commercial negotiation.

Request duplication and MFA inflate metrics—OpenX focuses on clean, direct supply.

OpenX Select enables agencies and partners to curate transparent, self-built deals.

Real-time automated data-fee discounts push more dollars into working media.

AI powers “Results by OpenX,” optimizing toward performance outcomes like CTR and CPA.

Transparency and reporting through Snowflake-based tools remain central to OpenX’s pitch.

AI’s impact on web traffic is most visible in commerce and shopping verticals.

OpenX’s agility and independence let it respond faster than larger SSPs.

Sattel sees rebuilding trust and collaboration in the two-sided marketplace as the industry’s biggest challenge.

Chapters

00:00 Introduction and Advertising Week Banter

01:31 OpenX’s Evolution and Buy-Side Perspective

02:59 Defining the “Smart Pipe” Approach

05:09 Redefining Supply Path Optimization (SPO)

07:07 Quality, Duplication, and Clean Supply

10:27 Curation and the OpenX Select Platform

14:06 Automated Discounts and Data Transparency

17:25 AI-Driven Performance: Results by OpenX

20:58 The Broader Impact of AI on Audiences

22:06 Agility, Independence, and Market Challenges

23:45 Closing Thoughts and the “Sleeping Giant” Analogy

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