The partnership will see Ozone Audience’s segments made available to buyers via OpenX deals, giving brands and buyers’ greater control of their buying whilst diversifying the demand Ozone delivers to its publishers, says The Ozone Project.
Launched by Guardian News & Media, News UK, The Telegraph and Reach PLC, the company’s Ozone Audience platform reportedly reaches more than 42 million people in “brand safe, premium environments across the UK’s most trusted publishers”.
Partnering with a leading technology provider, like OpenX, has enabled Ozone to expand the number of premium buyers that can access the company’s inventory by creating a scaled marketplace that aligns with two of the company’s core values - quality and trust.
OpenX had been operating as a closed-test partner for Ozone Platform since September. The collaboration underlines The Ozone Project’s commitment to provide brands and buyers with ready access to the largest collection of consented first-party audience data through a single buying point, says the Project.
Danny Spears, Commercial Director, The Ozone Project, said: “Whilst buy-side programmatic technology has given brands’ and buyers’ access to incredible scale, a consequence has been that ad spend has been diverted away from quality publishers’ audiences and into the long-tail of the web. Ozone Audience’s partnership with OpenX now makes it possible for programmatic buyers to access quality audiences at unparalleled scale in trusted environments. It also underlines our commitment to helping our premium publishers increase their monetisation by providing them with truly incremental programmatic demand.”
Richard Ottoy, VP of Publisher Development, EMEA, OpenX said: “Helping publishers better monetize their inventory has always been key to our business at OpenX and 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.”