Ari Paparo talks with OpenX CRO Matt Sattel about how supply-side platforms are evolving in 2025, from simple “pipes” to intelligent systems focused on quality, transparency, and outcomes. They discuss trends shaping the ecosystem, including curation, data-driven SPO, MFA, and request duplication, as well as the growing influence of AI and automation. The conversation also looks at the challenges of operating in a two-sided marketplace and why agility and accountability matter more than ever.Takeaways OpenX positions itself as a “smart pipe,” emphasizing innovation and quality over raw scale. SPO should be data-driven, not just a commercial negotiation. Request duplication and MFA inflate metrics—OpenX focuses on clean, direct supply. OpenX Select enables agencies and partners to curate transparent, self-built deals. Real-time automated data-fee discounts push more dollars into working media. AI powers “Results by OpenX,” optimizing toward performance outcomes like CTR and CPA. Transparency and reporting through Snowflake-based tools remain central to OpenX’s pitch. AI’s impact on web traffic is most visible in commerce and shopping verticals. OpenX’s agility and independence let it respond faster than larger SSPs. Sattel sees rebuilding trust and collaboration in the two-sided marketplace as the industry’s biggest challenge.ChaptersLearn more about your ad choices. Visit megaphone.fm/adchoices