The questions fall under three different categories
What is your business model and how do you make money?
OpenX is a programmatic advertising exchange. It charges advertising buyers for ads placed through its exchange and then pays its publisher partners, retaining a portion of the ad spend.
Can you outline the full details of the agreement on a booking form / contract?
Yes - every partner on our exchange operates under a contract that describes all material terms.
Will you share who your trading partners are?
Do you own the inventory you sell?
If you don’t own your own inventory then how do you access inventory and which platforms do you use?
We operate a proprietary exchange platform that connects sellers of inventory with potential buyers. We enter into agreements with sources of inventory and with the potential buyers. We work with many leading, high quality companies in our sector, including Google.
Do you specify your media placements and positions?
As an exchange, we make available to potential buyers the media placements and positions provided by our supply partners.
What insights do you provide back to advertisers?
As an exchange, we do not provide insights directly to advertisers. Typically the information we pass to DSPs is used to power the insights that are used by advertisers.
Does the inventory you own or access include UGC content?
All inventory is evaluated for compliance with our Supply Policy (https://www.openx.com/legal/ad-exchange-supply-policies/) prior being made available on our exchange. Our Supply Policy prohibits unmoderated UGC and further restricts content that promotes violence or hate.
What brand safety measures do you use?
We invest signiﬁcantly into our own proprietary tech and processes to vet inventory for brand safety and ﬁlter out IVT. We have completed the TAG Certiﬁed Against Fraud and TAG Inventory Quality Guidelines certiﬁcation programs, as independently validated by BPA. Additionally we partner with leading 3rd party veriﬁcation companies such as Integral Ad Science, MOAT, White Ops and Pixalate to maintain the highest standards. All inventory is evaluated for compliance with our Supply Policy (https://www.openx.com/legal/ad-exchange-supply-policies/) prior being made available on our exchange. Our Supply Policy prohibits unmoderated UGC, hate speech, fake news, and other brand-safety issues.
Which industry standards have you been certiﬁed against?
OpenX has been a leader in quality eﬀorts across the industry. We are a founding member of TAG, a member of its Leadership Council, and a TAG Trust Champion in 2019. We have completed the following certiﬁcation programs (all with indepedent validation from BPA):
IAB UK Gold Standard
TAG Platinum Status
TAG Certiﬁed Against Fraud
TAG Certiﬁed Against Malware
TAG Certiﬁed Against Piracy
TAG Inventory Quality Guidelines
Do you have a policy in place for ad-misplacement?
Are you happy to share your optimisation tactics?
As an exchange, we do not oﬀer campaign optimisation.
Under GDPR what legal basis are you providing your services under?
As a data processor, we rely on our publisher partners to obtain explicit consent from their users for the processing of personal data.
If consent is the mechanism then can you prove how you obtained it?
Are you using the IAB Framework?
What other 3rd party data partners require consent for your business to deliver its service?
We have a limited number of subprocessors including trust and veriﬁcation vendors that require consent. Google also requires explicit consent for the processing of personal data by its vendors.
What do you do with data you obtain from advertiser’s campaigns or data tags?
Certain data received from DSPs is stored to enable user matching.
Are advertisers permitted to appoint their own 3rd party partners for veriﬁcation and measurement?
Will you provide a link to your privacy and data policies?
Will you share how you build audience, contextual and targeting segments?
N/A (as a processor, we do not partner with data partners to build out segments that require consent)
To find out which other companies have completed the FAQs, please visit our members directory here.