Last updated on July 11, 2018

Note: Some features mentioned here may not be available in your region or based on your user roleA grouping of user capabilities that describe the tasks a user can perform in OpenX.. For more information, please visit the OpenX Support Community.

OpenX's Supply Side Platform (SSP) was built with one goal: enabling you to fuse all of your demand into a single auction so you get the maximum bid for each of your impressions. This Demand FusionAllows OpenX to unite real-time bidding demand and ad network demand to come up with the best price for a publisher. technology gives you a huge advantage over traditional SSPs that make you choose to run your auction with either networks or real-time buyers instead of having both sources compete for your inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit.. There’s no more wondering if you could have gotten a better price from the other channel. There’s only one channel.

You can select various selling models, including private marketplaces, for your premium inventory and direct buyerA company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange. relationships. You set the parameters that support your business goals for each campaignAn advertising project in its entirety, from conception through creation and buying to tracking and final analysis; A collection of related creatives with common advertising purpose and booking requirements; A set of criteria for purchasing inventory to achieve advertising goals. See order., and you can always rest assured that only the industry’s highest quality ads make it to your viewers. You’ll see the results through built-in reports that can be fully customized to show you the views that measure your top goals.

How OpenX is different from traditional SSP

Traditional SSPs, engineered before the rise of real-time bidding, have inherent limitations when determining pricing. They are forced to choose a single path up front when deciding whether to send your impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions. to the ad networkAn OpenX account type, which represents a business that manages other businesses and typically contains and manages both publisher accounts and advertiser accounts. channel or the RTBReal-time bidding, auctioning online inventory within an ad exchange. Buyers bid for the impression based on the value of the user, whereas the seller sets pricing floors and awards the impression to the highest bidder. The auction process takes place in milliseconds, which is why the process is referred to as “real-time.” channel. They can’t interweave both channels simultaneously. Therefore, if the ad network defaults on the impression, the traditional SSPSupply-side platform, a platform or provider that allows publishers to manage and optimize revenue for their inventory from multiple sources, often in real time. can no longer retrieve the RTB bid. So, they have to make an educated guess on which channel will deliver a better price. Making such assumptions leads to fractured demand and, inevitably, to missed revenue for publishers. The OpenX SSP combines all demand sources simultaneously, precisely, and efficiently.

The SSP Launch Process

The following is a detailed overview of the SSP launch process:




Team Roles: 


Team Roles:





  • Collect and review launch documentation and access
  • Discuss launch strategy and KPIs
  • Team introductions
  • Roles and responsibilities
  • Align stakeholders
  • Confirmation of KPIs and launch strategy
  • Launch date agreement
  • Access granted, information gathered
  • Review and approve launch documentation
  • Ensure developer resources are aligned for launch
  • Attend kick-off call
  • Prepare launch documentation
  • Set up kick-off call
  • Present launch plan and discuss proposed dates




Demand Outreach

  • OpenX demand outreach process
  • Publisher demand outreach and introductions
  • SSP setup
  • Ad quality block list finalized
  • Create strategy
  • Begin demand outreach
  • Set up the system


Launch Readiness

  • Confirm AQ checks
  • Confirm demand partners
  • Review and sign-off setup
  • Confirm test plan
  • Confirm launch date
  • Confirm demand partners
  • Review and sign-off setup
  • Test page sign-off
  • Review strategy
  • Provide test pages
  • Modify test pages as needed
  • Trafficking
  • Testing completion


QA Launch

  • QA launch and checks
  • Review post-launch data
  • Monitor for AQ violations
  • Live traffic via QA launch
  • Post-launch updates
  • Go decision for full launch
  • Implement launch as needed
  • Monitor launch
  • Monitor AQ
  • Provide launch guidance
  • Monitor AQ and technical issues
  • Monitor discrepancies


Full Launch



  • Full launch and checks
  • Review post-launch data
  • Monitor for AQ violations
  • Nest account for 1-2 weeks
  • Confirm full launch as a success
  • Hand off the deliverables to OpenX
  • Launch survey sent and completed
  • Implement launch as needed
  • Monitor launch
  • Monitor AQ
  • Provide launch guidance
  • Monitor AQ and technical issues
  • Monitor discrepancies

Note: These topics assume you have the appropriate user permission and account configuration to perform the tasks. .


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