Havas Media Group North America appoints Ad Exchange Openx

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Shared commitment to sustainability and transparency a key element of the partnership

Havas Media Group (HMG) North America and OpenX Technologies, Inc., a leading global omnichannel advertising exchange, announced that OpenX has been named as the preferred supply-side platform for programmatic advertising purchased by HMG on behalf of its clients across North America.

HMG North America and OpenX will work together to create unique and innovative media buying opportunities on major publisher sites through a combination of open auctions, private marketplaces (PMPs), and programmatic direct buying. The companies will develop a go-to-market strategy that leverages HMG’s expertise in media buying and OpenX’s network of over 130,000 domains across web, mobile and connected TV formats.

Today’s announcement is part of HMG North America’s ongoing efforts to consolidate – through select supply-side platforms – its clients’ advertising spend on the open web. HMG North America will rely on these platforms especially when desirable advertising inventory is available on multiple exchanges.

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HMG North America has made it a strategic priority to establish an ethical and sustainable supply chain as a pillar of its business, and a key factor in selecting OpenX as a preferred partner is its commitment to sustainability. In May, OpenX announced details of the company’s “Path to Net-Zero,” a global initiative that has positioned it at the forefront of sustainability practices in the advertising industry. OpenX is the first ad exchange to be certified carbon neutral, and HMG wants all of its supply chain partners to be carbon neutral by 2023.

“HMG is committed to buying through supply-side partners who bring insight, operational excellence and transparency to our supply chain and who align with our vision of responsible advertising and sustainable,” said Andrew Goode, EVP, Managing Director, Investment for HMG North America. “OpenX has demonstrated innovation and sophistication in helping brands find and engage audiences at scale, and we look forward to partnering with them as we continue our commitment to green media buying. .”

“As today’s big brands chase audiences in a fluid and fragmented digital landscape, meaningfully engaging with customers requires deep data-driven insights, superior technology and trusted partners,” said John Gentry, CEO of OpenX. “We look forward to working with Havas Media Group to create an indisputably valuable advertising supply channel for its clients as they seek to connect with their targets in a way that benefits everyone, including people and the planet. .

Key benefits of this partnership include better inventory control and less fulfillment complexity for Havas Media Group North America and more active media for its customers. The timely and transparent data and analytics provided by OpenX will also support better execution and optimization of client campaigns in real time, and OpenX will benefit from less crowded access to premium marketers. HMG North America and OpenX are committed to building a “clean” supply chain in which content and traffic quality as well as regulatory compliance and brand safety measures exceed expectations.

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