In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Brian Chisholm, SVP of Strategic Partnerships at OpenX.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first AdTech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.
Collaboration solves programmatic challenges
Could you share the story behind the partnership between OpenX and Experian and how this collaboration differs from typical data-provider/DSP or SSP relationships in the market? What unique challenges in programmatic advertising does this partnership solve?
OpenX first partnered with Experian in 2019 when we were building the industry’s first data-driven supply-side curation platform. Being the only SSP with a proprietary people-based identity graph (further enriched by Experian) gives OpenX a unique set of capabilities that are only growing in value in the market. We are seeing retail media networks, large agency planning platforms, and indie and specialty shops lean into OpenX’s tools to match, activate, and measure people-based audiences through our robust curation platform and premium supply.
Enhancing campaigns with data enrichment
How does combining Experian’s marketing data with OpenX’s technology create tangible benefits for advertisers, agencies, and publishers?
Last year, we expanded our partnership with Experian to enrich our digital IDs with Experian’s Digital Audiences, essentially making Experian data available directly to marketers across all OpenX supply and formats, including CTV. For marketers, this direct integration increases both match and activation rates. Meaning, not only do we match more of the starting audience universe to our system, we then provide more opportunities to identify and transact on those users in the bidstream. The result is greater reach for buyers even in previously unaddressable environments like Safari or mobile web – and publishers benefit from the increased addressability OpenX provides their supply.
Delivering impactful inventory solutions
OpenX has been enhancing its curation offerings beyond just providing curated marketplaces. Could you describe the strategic shift you’re making in how you package and deliver inventory?
At OpenX, we have a broader and more dynamic view of curation. It’s not just about gathering data or bundling inventory; it’s about layering on identity-based precision, enabling the targeting of the right audiences with premium, brand-safe inventory for our clients.
We saw the value of curating inventory and audiences on the supply side early on. We started by building capabilities for our own exchange and then found that our approach created tremendous value for data owners and marketers alike. Over the past five years, we’ve been continuously investing our curation platform capabilities to super serve those partners. As a result, we have what we think is by far the most robust and flexible platform in the market. We can match and integrate with any kind of data, curate supply at a granular level, activate audiences and help measure outcomes in multiple ways. We also provide turnkey integrations to third-party platforms.
Balancing customization with scalability in deals
There’s often tension between customization and scalability when it comes to curated deals. How does OpenX strike the right balance to meet varied advertiser objectives while ensuring operational efficiency for publishers?
Truthfully, we’re not finding that scale suffers with curation. We currently have 237 million monthly active users in our exchange that we can match and activate curated deals against. That’s a unique claim for an SSP, and we back it up with our identity graph. This directly benefits our publishers who see a 20% increase in overall bid density and a 118%+ increase in win rate for curated deals vs. open market.
Data-driven curation done on the supply side offers efficiency and drives results for buyers, while publishers are able to activate their own first-party data programmatically, increase their monetization, and maximize the value of their inventory. As the industry continues to adapt to a privacy-first, consent-based ecosystem, data-driven curation will play a key part in ensuring both sides of the marketplace continue to thrive.
Driving results with CTV curation
Connected TV is arguably the most dynamic channel in programmatic right now. How do curation improvements accelerate more precise or outcome-based targeting in CTV environments?
I want to take this a step further and say that biddable is the future of CTV. Not only does biddable enable advertisers to purchase closer to campaign activation, it gives buyers the option to curate deals, flexibility, addressability and ease of transacting at will. No minimums, no commitments.
Our CTV strategy has been centered around combining flexibility, efficiency, and real-time optimization capabilities with access to premium, direct, glass-on-wall inventory. TV by OpenX, powers the direct activation of curated audiences at scale through data-driven, contextual, attention, and sustainability offerings.
What does this mean for buyers? Advertisers can choose from any one of OpenX’s 250+ data partners, including Experian, to target an audience via CTV inventory using OpenX’s cross-platform identity graph. This setup allows buyers to increase scale and optimize toward their desired campaign outcomes via their preferred DSP. The focus on inventory quality and scale combined with advanced targeting curation provides a key driver of performance in CTV.
Identity resolution for better CTV measurement
In a channel as fragmented as CTV, measuring performance can be complex. What role does identity resolution play in better measurement and attribution? How do Experian’s identity capabilities integrate within your platform to drive measurable outcomes?
We talked about the value of audience targeting via curation above. Another critical driver is our ability to power true closed-loop measurement for advertisers or partners like retail media networks. OpenX is able to provide automated log-level reporting via BIDS, which includes exposed IDs from our proprietary ID graph back to our partners in near real time.
This closed-loop attribution enables partners to measure real-world outcomes like ROAS, conversion rates and incrementality. Insights and learnings from data can then be used to make optimizations mid-campaign, to further improve performance. Measurement starts with having a strong foundation to identity resolution – which Experian helps us achieve.
Tailoring audience strategies in the auto sector
The automotive vertical demands highly specific audience insights—everything from in-market signals to lifestyle and aftermarket service and parts data. How does the Experian–OpenX partnership enhance audience strategies in auto?
Experian’s deterministic data, combined with the OpenX identity graph, empowers buyers with identity tools to create targeted audience segments of likely auto intenders. For verticals that have high customer acquisition costs like auto, these insights are particularly valuable, as buyers often struggle to identify their audiences at scale in environments that drive campaign performance.
Experian’s automotive data is one of our most requested audiences from buyers. We match Experian’s high-quality data directly to our platform, often leveraging Experian’s IDs, which leads to greater scale and fidelity. In addition, our platform can curate supply to a granular level to drive results for buyers.
Complying with evolving privacy regulations
With data privacy regulations multiplying—like GDPR, CCPA, and others—how does OpenX’s direct connection with Experian ensure responsible data usage and compliance?
At OpenX, we don’t see privacy regulations as a challenge but rather an opportunity. Instead, it’s a key differentiator for us. We’ve had a strong focus on data and identity since 2017, and we believe that if you’re talking about these topics but not talking about privacy, you’re missing an important piece of the equation.
Regardless of the environment — CTV, mobile, app, or web — in today’s privacy-focused world, success in data and identity is inseparable from a commitment to privacy. We support this obligation with dedicated leadership that helps our partners navigate evolving global regulations, including critical areas like child-directed content under new laws from Australia to Maryland.
Thanks for the interview. Any recommendations for our readers if they want to learn more?
To learn more about our solutions and partnership opportunities, visit the OpenX website or contact your Experian account representative to schedule your free match test.
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About our expert
Brian Chisholm, Senior Vice President of Strategic Partnerships, OpenX
Brian Chisholm is the Senior Vice President of Strategic Partnerships at OpenX, where he spearheads the curation, data, and identity efforts. He and his team have been instrumental in building out OpenX’s industry-leading curation platform and partnerships.
With more than two decades of experience in digital media, Brian has developed partnerships that leverage and expand OpenX’s core technology assets and deliver material value for the company’s buyer, publisher, and platform partners. Before joining OpenX, Brian held senior roles at innovative startups and digital stalwarts, including Overture/Yahoo, SpotRunner, and Apptera.
Latest posts
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The marketing world has been preparing for years for the end of third-party cookies, and the news has shifted again. In 2025, Google paused its plan to phase out third-party cookies in Chrome, opting instead to introduce new privacy controls that let users manage how their data is shared. Even with this change, one truth remains: privacy-first; identity-driven marketing is no longer optional. For marketers, it’s about moving beyond reliance on cookies toward durable strategies built on trust, consent, and connected data. What is cookie deprecation? Cookie deprecation refers to browsers ending support for third-party cookies, which have long allowed advertisers to track user activity across multiple websites. These cookies were the foundation of behavioral targeting and attribution. By contrast, first-party cookies, created by a brand’s own website, will continue to function. They store essential information like logins or preferences and are central to modern data collection strategies. The change aims to improve privacy and transparency, giving users more control over their information. For marketers, it represents a shift from broad tracking to consented, identity-based engagement. Experian’s view: While third-party cookies may linger longer than expected, identity should remain the cornerstone of every marketing strategy. Why is cookie deprecation reshaping the industry? The shift toward privacy-first marketing didn’t begin with Google, but Chrome’s decision to limit third-party cookies has amplified the impact. Safari and Firefox removed third-party tracking years ago, but Chrome’s dominance, with roughly 65 percent of the global browser market, makes its shift a defining moment for advertisers. Apple App Tracking Transparency (ATT): Requires user permission before app tracking. 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Addressability and targeting gaps Without universal identifiers, reaching audiences across channels becomes fragmented. Advertisers must unify data from CRM systems, mobile apps, and offline touchpoints to maintain reach. Measurement and attribution complexity As cookies disappear, so do last-click and view-through models. Solutions must rely on first-party data and probabilistic modeling to evaluate performance. Privacy and consent management Data collection now requires clear opt-ins, user control interfaces, and secure consent management systems that align with IAB standards. Resource and skill constraints Testing new identity and data solutions can be costly. Smaller teams may struggle to integrate clean rooms, universal IDs, or new reporting APIs. Experian’s role: Experian supports marketers through this transition with privacy-compliant data infrastructure, identity graphs, and measurement tools that work across every major platform. 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Cookie deprecation refers to browsers ending support for third-party cookies, which track users across sites. This shift promotes greater privacy and transparency while encouraging marketers to use first-party and identity-based data for targeting and measurement. Why is Google Chrome phasing out third-party cookies, and what’s changed recently? As of September 2025, Google paused its plan to fully deprecate third-party cookies in Chrome. The company will introduce new user privacy controls that allow individuals to choose how their data is shared, while continuing to test privacy-preserving APIs through its Privacy Sandbox. Which browsers are affected by third-party cookie deprecation? Safari and Firefox already block third-party cookies, and other browsers have adopted similar restrictions. While Chrome’s deprecation is paused, its large user base, more than 60 percent of global traffic, means its future policies will continue to influence how marketers plan and measure campaigns. How should marketers adapt to third-party cookie deprecation? Even with Google’s pause, marketers should keep building privacy-first strategies. Focus on:- Strengthening first-party data through loyalty programs and preference centers.- Using Experian’s Digital Graph to connect audiences across devices and environments.- Activating with Consumer Sync® for consistent, privacy-safe engagement.- Collaborating securely through Experian’s data collaboration solutions, which allow brands to share insights responsibly. Latest posts
As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we'll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns. What separates Experian's syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs). Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Spring cleaning and home improvement Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like "Gardening Mothers" or "Home Improvement & DIY Frequent Spenders." Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine. Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements: Purchase Transactions > Household Goods > Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Purchase Transactions > DIY and Advice Seekers > High Spenders Purchase Transactions > Home Improvement/DIY > High Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders Gardening Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening: Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Hobbies > Gardening Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers Purchase Predictors > Shoppers All Channels > Lawn and Garden Movers and new homeowners Did you know? 44% of new homeowners are between the ages of 25-39*. Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now: Life Events > New Homeowners > Last 6 Months Life Events > New Movers > Last 12 Months Mother's Day: Unveil the perfect gift Appealing to the emotion of gratitude and love, Mother's Day is a significant occasion for marketers. Activate Experian syndicated audiences such as "Mother's Day Shoppers" and "Florists & Flower Gifts High Spenders" to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother's Day: Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children Mobile Location Models > Visits > Mothers Day Shoppers Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54 Mobile Location Models > Visits > Jewelry Retail Stores Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders Father's Day: Celebrate Dads in style Highlighting the significance of paternal bonds, Father's Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the "Father's Day Shoppers" or "Growing and Expanding families" with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father's Day: Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders Mobile Location Models > Visits > Fathers Day Shoppers Mosaic – Personas – Lifestyle and Interests > Group M: Families in Motion > M45 – Growing and Expanding (Young, working-class families and single parent households that live in small city residences) Geo-Indexed > Demographics > Presence of Children: Ages: 7-9 Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders Life Events > New Parents > Child Age 0-36 Months Plan for the 2024 TV Upfronts When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It's not just about targeting a demographic; it's about captivating your unique audience. Whether it's cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics. Here are 6 audience segments that you can activate as part of your TV planning strategy: Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences: TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Summer preparation: Anticipate the fun ahead As spring transitions to summer, help your audience gear up for the upcoming season. Target "Summer break travelers" or "Memorial Day Shoppers" with offerings that align with their summer plans. Whether it's fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures. Here are 6 audience segments that you can activate to target consumers getting ready for summer: Mobile Location Models > Visits > Summer Break Travelers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Mosaic – Personas – Lifestyle and Interests > Group B: Flourishing Families > B09 – Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children) Mobile Location Models > Visits > Memorial Day Shoppers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers Did you know? Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*. Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience. Spring into effective advertising with Experian’s syndicated audiences For spring advertising campaigns, understanding your audience is the key to success. By activating Experian's syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers. Connect with our audience team Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide below. Download our syndicated audiences guide Check out other seasonal audiences you can activate today. Take me there Footnote *Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants. Latest posts