OpenX launches curated video packages for Latin American advertisers

OpenX Applied sciences introduced October 30, 2025, a specialised video promoting providing designed for Latin America’s digital promoting market. The provision-side platform launched curated deal packages enabling advertisers to activate campaigns throughout Linked TV, Over-the-High, and On-line Video stock with precision focusing on capabilities.

In response to Michelle Feerman, senior director of gross sales for Latin America at OpenX, the initiative addresses rising demand in a area the place video content material consumption patterns have pushed accelerated adoption charges. “We’re bringing collectively one of the best of premium video and performance-focused deal curation to assist manufacturers attain engaged audiences throughout all screens, with out compromising scale or outcomes,” Feerman said within the announcement.

The corporate has established partnerships with premium publishers working in Latin America, together with CanelaTV, Sling, Tastemade, Tubi, Univision, Vix, and Xumo. These direct relationships present advertisers entry to brand-safe stock throughout a number of streaming platforms and linked tv environments.

Latin America’s audiovisual custom has created favorable circumstances for video promoting progress, notably in Linked TV. Mexico demonstrates substantial engagement patterns, with one in ten followers aged 18 and above watching reside sports activities day by day. Weekly sports activities viewership reaches practically half the inhabitants in Mexico, whereas Brazil exhibits even stronger engagement metrics, with virtually one in 5 viewers watching sports activities content material day by day.

Streaming providers with promoting help have pushed adoption charges in key markets, basically remodeling the media panorama. The robust cultural affinity for sports activities and leisure content material has positioned Latin America as a gorgeous marketplace for advertisers in search of engaged audiences throughout digital video codecs.

OpenX structured its video choices into three distinct stock classes. The printed-quality CTV stock supplies entry to brand-safe functions and channels throughout viewing environments. Stream Wherever capabilities allow viewers attain throughout net, cell gadgets, and linked tv via cross-platform focusing on. Premium video options prolong campaigns via curated entry to high-quality On-line Video stock, together with cell placements.

The curated packages deal with completely different marketing campaign goals, together with model consciousness initiatives, buyer acquisition targets, and video completion charge optimization. Advertisers can activate campaigns via easy-to-implement deal IDs out there throughout main demand-side platforms.

OpenX’s curation capabilities have expanded significantly all through 2025. The corporate achieved normal availability of OpenXSelect, its complete curation platform, on July 16, 2025, integrating with 237 million U.S. customers and 150 million linked tv gadgets via its proprietary identification graph.

Nicole Malitz, director of programmatic partnerships at Xumo, addressed the strategic alignment between the businesses’ choices. “OpenX’s curated video options align completely with Yahoo’s dedication to delivering premium, brand-safe content material to audiences throughout all screens,” Malitz mentioned within the announcement. “This partnership makes it simpler than ever for advertisers to attach with the joy of reside sports activities and culturally related tales all through Latin America.”

The timing addresses upcoming worldwide soccer occasions, positioning the stock for advertisers in search of to succeed in sports activities audiences within the area. Premium pre-game and post-game content material stock connects advertisers with followers throughout peak engagement moments.

The broader connected television advertising market continues experiencing substantial growth. Streaming TV promoting is projected to extend 19.3% all through 2025, in keeping with GroupM’s December 2024 forecast, whereas linear tv faces a 3.4% decline. Linked TV spending will attain $33.35 billion in 2025, with 72% of entrepreneurs planning elevated programmatic funding.

CTV price range allocation is predicted to double from 14% in 2023 to twenty-eight% in 2025, reflecting accelerating adoption throughout promoting classes. This shift has created alternatives for expertise platforms that ship effectivity and efficiency enhancements throughout premium video stock.

OpenX Applied sciences operates as an impartial omnichannel supply-side platform with a 100% cloud-based expertise stack. The corporate permits promoting throughout linked tv, functions, cell net, and desktop environments. OpenX maintains direct partnerships with greater than 200,000 premium writer domains globally, working with over 100,000 advertisers.

The company has focused on expanding its Latin American capabilities alongside different expertise suppliers recognizing the area’s progress potential. The market has attracted elevated consideration from promoting expertise corporations in search of to ascertain positions in quickly growing digital promoting ecosystems.

The Latin America-focused providing follows OpenX’s broader platform developments all through 2025. The company enabled automated discount capabilities from curation and technology partners on September 17, 2025, addressing company pressures to display quantifiable worth to model shoppers.

OpenX appointed five senior executives on October 23, 2025, to scale its curation platform throughout product, advertising, communications, and operations. Nick Van Amburg, vp of product advertising, joined with accountability for international product advertising with deal with purchaser wants throughout the USA, Europe, and Latin America markets.

The Latin American digital promoting market has attracted substantial funding from international platforms. Teads announced expansion of its Connected TV solutions into 12 new Latin American markets in March 2024, constructing on profitable launches in Brazil and Mexico. The transfer established Teads as a participant within the area’s rising CTV panorama.

Netflix expanded its programmatic advertising capabilities to Latin America all through 2024 and 2025, finishing international rollout throughout 13 ad-supported markets. The streaming platform’s systematic growth demonstrates the strategic significance main corporations place on Latin American markets.

For advertising professionals, the OpenX announcement displays a number of vital developments. The introduction of pre-packaged, curated video offers simplifies marketing campaign activation throughout Latin American stock, decreasing operational complexity for companies and types getting into the market. The direct writer relationships present transparency into stock sources, addressing ongoing considerations about provide chain readability in programmatic promoting.

The deal with sports activities content material aligns with documented engagement patterns in Latin American markets. Sports activities programming persistently delivers excessive viewer consideration and completion charges, making it worthwhile stock for advertisers in search of assured impressions and model publicity. The timing forward of main worldwide soccer occasions positions OpenX to seize advertiser budgets allotted for sports activities advertising campaigns.

The Latin America emphasis demonstrates how supply-side platforms are pursuing geographic growth methods past saturated markets in North America and Europe. As digital promoting adoption accelerates in growing markets, expertise suppliers compete to ascertain partnerships with native publishers and safe most popular entry to rising stock swimming pools.

OpenX has positioned environmental sustainability as a differentiator inside the promoting expertise sector. The corporate claims to be the primary adtech firm licensed as CarbonNeutral and verified by third events for reaching Science Based mostly Targets initiative Web-Zero goals.

The announcement arrives as promoting expertise corporations navigate altering privateness laws, identifier deprecation, and measurement challenges throughout digital channels. Provide-side platforms have responded by investing in curation capabilities, first-party knowledge options, and direct writer integrations that cut back intermediaries within the promoting provide chain.

Latin American markets current distinct traits in comparison with extra mature digital promoting ecosystems. Cell-first consumption patterns, numerous regulatory environments throughout international locations, and ranging ranges of programmatic adoption create each alternatives and challenges for worldwide platforms. Publishers within the area preserve robust positions in native markets, requiring partnerships reasonably than direct competitors methods from international expertise suppliers.

The curated deal construction addresses identified friction factors in programmatic transactions. Pre-negotiated packages with fastened pricing cut back operational overhead for patrons whereas offering publishers with assured fill charges and secure income streams. Deal IDs simplify technical integration throughout demand-side platforms, enabling sooner marketing campaign launches in comparison with open market transactions.

For publishers within the Latin American markets, the OpenX providing supplies monetization infrastructure for linked tv and premium video stock. As audiences shift from conventional linear tv to streaming platforms, publishers require promoting expertise able to delivering programmatic demand at scale whereas sustaining content material high quality and consumer expertise requirements.

The announcement displays broader business patterns round geographic growth and format specialization. Provide-side platforms have moved past generic stock aggregation towards vertical-specific options that deal with distinctive necessities in sectors like linked tv, cell functions, and digital audio. This specialization permits simpler competitors in opposition to walled gardens that preserve proprietary knowledge and first-party relationships with customers.

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Abstract

Who: OpenX Applied sciences, a world omnichannel supply-side platform, launched the providing alongside partnerships with premium Latin American publishers together with CanelaTV, Sling, Tastemade, Tubi, Univision, Vix, and Xumo. Michelle Feerman, senior director of gross sales for Latin America at OpenX, and Nicole Malitz, director of programmatic partnerships at Xumo, offered statements supporting the announcement.

What: A specialised video promoting providing that includes curated deal packages enabling marketing campaign activation throughout Linked TV, Over-the-High, and On-line Video stock. The answer consists of three stock classes: broadcast-quality CTV stock, Stream Wherever cross-platform capabilities, and premium video entry. The packages deal with marketing campaign goals together with model consciousness, buyer acquisition, and video completion charge optimization.

When: The announcement occurred on October 30, 2025, timing the providing forward of main worldwide soccer occasions anticipated to drive sports activities viewership in Latin American markets.

The place: The providing targets Latin American digital promoting markets, with particular emphasis on Mexico and Brazil, the place sports activities engagement patterns present notably robust viewer adoption. The answer operates throughout linked tv, cell gadgets, and net environments all through the area.

Why: Latin America’s robust audiovisual custom and fervour for sports activities and leisure content material have created accelerated progress in Linked TV adoption, notably in markets like Mexico the place ad-supported streaming providers are remodeling the media panorama. OpenX goals to assist advertisers entry this engaged viewers via clear, performance-focused options throughout premium video stock.