The Ozone Project, the new joint digital ad sales house for publishers, has partnered with independent ad exchange network OpenX to help increase monetisation for publisher’s digital ad inventory.
The partnership will see buyers able to access audience segments across publishers including the Guardian, Reach, The Telegraph and News UK via OpenX deals – which, according to Ozone, will give brands and buyers greater control whilst enabling the platform to grow the number of buyers that can access its inventory and first-party audience data.
Danny Spears, commercial director of The Ozone Project, said that although buy-side programmatic technology has given buyers access to “incredible” scale, the consequence has been seeing ad spend diverted away from “quality” publisher audiences towards the long-tail of online.
“Ozone Audience’s partnership with OpenX now makes it possible for programmatic buyers to access quality audiences at unparalleled scale in trusted environments,” Spears said.
“It also underlines our commitment to helping our premium publishers increase their monetisation by providing them with truly incremental programmatic demand.”
Open X had been operating as a closed-test partner since September last year.
Commenting on the partnership, Richard Ottoy, VP of publisher development, EMEA at OpenX, added: “We’re thrilled to be working with The Ozone Project to offer yet another way to connect premium publishers with the advertisers that value their audiences most.
“Beyond creating a trusted marketplace for publishers and buyers, this partnership presents an important opportunity to highlight the true value of audiences across the open web by leveraging Ozone’s collection of consented first-party audience data — an added benefit that we believe advertisers have been looking for and that will result in publishers capturing more of the revenue they deserve.”
