OpenX Courts the Buy Side as Supply Path Optimization Heats Up

The SSP is growing the demand side of its business after laying off staff


Supply path optimization (SPO) generally comes in two different flavors: cutting out intermediaries to reduce the dreaded ad-tech tax or buyers getting closer to inventory to boost transparency while still transacting through their demand-side platform (DSP).

Supply-side platform (SSP) OpenX is favoring the latter form of SPO, and it’s growing out the advertiser-facing side of its business after laying off or furloughing roughly 15% of its staff in April due to the economic impact of the Covid-19 pandemic.

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