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
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OpenX positions itself as a “smart pipe,” emphasizing innovation and quality over raw scale.
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SPO should be data-driven, not just a commercial negotiation.
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Request duplication and MFA inflate metrics—OpenX focuses on clean, direct supply.
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OpenX Select enables agencies and partners to curate transparent, self-built deals.
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Real-time automated data-fee discounts push more dollars into working media.
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AI powers “Results by OpenX,” optimizing toward performance outcomes like CTR and CPA.
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Transparency and reporting through Snowflake-based tools remain central to OpenX’s pitch.
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AI’s impact on web traffic is most visible in commerce and shopping verticals.
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OpenX’s agility and independence let it respond faster than larger SSPs.
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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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