OpenX launches curated video packages for Latin American advertisers

OpenX Technologies announced October 30, 2025, a specialized video advertising offering designed for Latin America's digital advertising market. The supply-side platform introduced curated deal packages enabling advertisers to activate campaigns across Connected TV, Over-the-Top, and Online Video inventory with precision targeting capabilities.

According to Michelle Feerman, senior director of sales for Latin America at OpenX, the initiative addresses growing demand in a region where video content consumption patterns have driven accelerated adoption rates. "We're bringing together the best of premium video and performance-focused deal curation to help brands reach engaged audiences across all screens, without compromising scale or results," Feerman stated in the announcement.

The company has established partnerships with premium publishers operating in Latin America, including CanelaTV, Sling, Tastemade, Tubi, Univision, Vix, and Xumo. These direct relationships provide advertisers access to brand-safe inventory across multiple streaming platforms and connected television environments.

Latin America's audiovisual tradition has created favorable conditions for video advertising growth, particularly in Connected TV. Mexico demonstrates substantial engagement patterns, with one in ten fans aged 18 and above watching live sports daily. Weekly sports viewership reaches nearly half the population in Mexico, while Brazil shows even stronger engagement metrics, with almost one in five viewers watching sports content daily.

Streaming services with advertising support have driven adoption rates in key markets, fundamentally transforming the media landscape. The strong cultural affinity for sports and entertainment content has positioned Latin America as an attractive market for advertisers seeking engaged audiences across digital video formats.

OpenX structured its video offerings into three distinct inventory categories. The broadcast-quality CTV inventory provides access to brand-safe applications and channels across viewing environments. Stream Anywhere capabilities enable audience reach across web, mobile devices, and connected television through cross-platform targeting. Premium video solutions extend campaigns through curated access to high-quality Online Video inventory, including mobile placements.

The curated packages address different campaign objectives, including brand awareness initiatives, customer acquisition targets, and video completion rate optimization. Advertisers can activate campaigns through easy-to-implement deal IDs available across major demand-side platforms.

OpenX's curation capabilities have expanded significantly throughout 2025. The company achieved general availability of OpenXSelect, its comprehensive curation platform, on July 16, 2025, integrating with 237 million U.S. users and 150 million connected television devices through its proprietary identity graph.

Nicole Malitz, director of programmatic partnerships at Xumo, addressed the strategic alignment between the companies' offerings. "OpenX's curated video solutions align perfectly with Yahoo's commitment to delivering premium, brand-safe content to audiences across all screens," Malitz said in the announcement. "This partnership makes it easier than ever for advertisers to connect with the excitement of live sports and culturally relevant stories throughout Latin America."

The timing addresses upcoming international football events, positioning the inventory for advertisers seeking to reach sports audiences in the region. Premium pre-game and post-game content inventory connects advertisers with fans during peak engagement moments.

The broader connected television advertising market continues experiencing substantial growth. Streaming TV advertising is projected to increase 19.3% throughout 2025, according to GroupM's December 2024 forecast, while linear television faces a 3.4% decline. Connected TV spending will reach $33.35 billion in 2025, with 72% of marketers planning increased programmatic investment.

CTV budget allocation is expected to double from 14% in 2023 to 28% in 2025, reflecting accelerating adoption across advertising categories. This shift has created opportunities for technology platforms that deliver efficiency and performance improvements across premium video inventory.

OpenX Technologies operates as an independent omnichannel supply-side platform with a 100% cloud-based technology stack. The company enables advertising across connected television, applications, mobile web, and desktop environments. OpenX maintains direct partnerships with more than 200,000 premium publisher domains globally, working with over 100,000 advertisers.

The company has focused on expanding its Latin American capabilities alongside other technology providers recognizing the region's growth potential. The market has attracted increased attention from advertising technology companies seeking to establish positions in rapidly developing digital advertising ecosystems.

The Latin America-focused offering follows OpenX's broader platform developments throughout 2025. The company enabled automated discount capabilities from curation and technology partners on September 17, 2025, addressing agency pressures to demonstrate quantifiable value to brand clients.

OpenX appointed five senior executives on October 23, 2025, to scale its curation platform across product, marketing, communications, and operations. Nick Van Amburg, vice president of product marketing, joined with responsibility for global product marketing with focus on buyer needs across the United States, Europe, and Latin America markets.

The Latin American digital advertising market has attracted substantial investment from global platforms. Teads announced expansion of its Connected TV solutions into 12 new Latin American markets in March 2024, building on successful launches in Brazil and Mexico. The move established Teads as a participant in the region's growing CTV landscape.

Netflix expanded its programmatic advertising capabilities to Latin America throughout 2024 and 2025, completing global rollout across 13 ad-supported markets. The streaming platform's systematic expansion demonstrates the strategic importance major companies place on Latin American markets.

For marketing professionals, the OpenX announcement reflects several significant developments. The introduction of pre-packaged, curated video deals simplifies campaign activation across Latin American inventory, reducing operational complexity for agencies and brands entering the market. The direct publisher relationships provide transparency into inventory sources, addressing ongoing concerns about supply chain clarity in programmatic advertising.

The focus on sports content aligns with documented engagement patterns in Latin American markets. Sports programming consistently delivers high viewer attention and completion rates, making it valuable inventory for advertisers seeking guaranteed impressions and brand exposure. The timing ahead of major international football events positions OpenX to capture advertiser budgets allocated for sports marketing campaigns.

The Latin America emphasis demonstrates how supply-side platforms are pursuing geographic expansion strategies beyond saturated markets in North America and Europe. As digital advertising adoption accelerates in developing markets, technology providers compete to establish partnerships with local publishers and secure preferred access to growing inventory pools.

OpenX has positioned environmental sustainability as a differentiator within the advertising technology sector. The company claims to be the first adtech company certified as CarbonNeutral and verified by third parties for achieving Science Based Targets initiative Net-Zero objectives.

The announcement arrives as advertising technology companies navigate changing privacy regulations, identifier deprecation, and measurement challenges across digital channels. Supply-side platforms have responded by investing in curation capabilities, first-party data solutions, and direct publisher integrations that reduce intermediaries in the advertising supply chain.

Latin American markets present distinct characteristics compared to more mature digital advertising ecosystems. Mobile-first consumption patterns, diverse regulatory environments across countries, and varying levels of programmatic adoption create both opportunities and challenges for international platforms. Publishers in the region maintain strong positions in local markets, requiring partnerships rather than direct competition strategies from global technology providers.

The curated deal structure addresses known friction points in programmatic transactions. Pre-negotiated packages with fixed pricing reduce operational overhead for buyers while providing publishers with guaranteed fill rates and stable revenue streams. Deal IDs simplify technical integration across demand-side platforms, enabling faster campaign launches compared to open marketplace transactions.

For publishers in the Latin American markets, the OpenX offering provides monetization infrastructure for connected television and premium video inventory. As audiences shift from traditional linear television to streaming platforms, publishers require advertising technology capable of delivering programmatic demand at scale while maintaining content quality and user experience standards.

The announcement reflects broader industry patterns around geographic expansion and format specialization. Supply-side platforms have moved beyond generic inventory aggregation toward vertical-specific solutions that address unique requirements in sectors like connected television, mobile applications, and digital audio. This specialization enables more effective competition against walled gardens that maintain proprietary data and first-party relationships with users.

Timeline

• March 2022: OpenX launches OpenAudience platform enabling people-based marketing across open web publishers
• March 2024: Teads expands Connected TV solutions into 12 Latin American markets following Brazil and Mexico launches
• June 16, 2025: Netflix adds Yahoo DSP as fourth global programmatic partner across 13 ad-supported countries including Latin America
• July 16, 2025: OpenX achieves general availability of OpenXSelect curation platform with 237 million U.S. user identity graph
• August 6, 2025: NielsenIQ acquires Brazilian company Mtrix to strengthen Latin America position
• August 25, 2024: OpenX expands ConteX Marketplace with advanced keyword targeting and new data partners
• September 17, 2025: OpenX enables automated partner discounts for 80+ curation partners within OpenXSelect
• October 23, 2025: OpenX appoints five senior executives to scale curation platform across product and operations
• October 30, 2025: OpenX announces curated video packages for Latin American advertisers

Summary

Who: OpenX Technologies, a global omnichannel supply-side platform, launched the offering alongside partnerships with premium Latin American publishers including CanelaTV, Sling, Tastemade, Tubi, Univision, Vix, and Xumo. Michelle Feerman, senior director of sales for Latin America at OpenX, and Nicole Malitz, director of programmatic partnerships at Xumo, provided statements supporting the announcement.

What: A specialized video advertising offering featuring curated deal packages enabling campaign activation across Connected TV, Over-the-Top, and Online Video inventory. The solution includes three inventory categories: broadcast-quality CTV inventory, Stream Anywhere cross-platform capabilities, and premium video access. The packages address campaign objectives including brand awareness, customer acquisition, and video completion rate optimization.

When: The announcement occurred on October 30, 2025, timing the offering ahead of major international football events expected to drive sports viewership in Latin American markets.

Where: The offering targets Latin American digital advertising markets, with specific emphasis on Mexico and Brazil, where sports engagement patterns show particularly strong viewer adoption. The solution operates across connected television, mobile devices, and web environments throughout the region.

Why: Latin America's strong audiovisual tradition and passion for sports and entertainment content have created accelerated growth in Connected TV adoption, particularly in markets like Mexico where ad-supported streaming services are transforming the media landscape. OpenX aims to help advertisers access this engaged audience through transparent, performance-focused solutions across premium video inventory.