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Episode: SSPs Beyond “Pipes”: OpenX’s Matt Sattel on the Future of Curation, SPO, and AI
Host: Ari Paparo
Guest: Matt Sattel, CRO of OpenX
Date: October 14, 2025

Episode Overview

This episode, recorded live at Advertising Week, sees host Ari Paparo sit down with Matt Sattel, Chief Revenue Officer at OpenX, one of the pioneering SSPs (Supply Side Platforms) in programmatic advertising. The conversation goes deep into the evolving role of SSPs, the rise of curation and supply path optimization (SPO), transparency in data pricing, and the growing influence of AI on both platform offerings and the broader industry.

Key Discussion Points & Insights

1. The New Role of SSPs: Beyond "Just Pipes"

[01:02 – 02:45]

• Matt’s Background: Matt Sattel comes from the buy-side, bringing a new perspective to OpenX, with an emphasis on building buyer-centric tools.
• The OpenX Approach: OpenX intentionally diverged from hiring traditional SSP execs, focusing on deeper engagement with buyers and innovating for their needs.
• Staying True to Roots: OpenX aims to innovate atop the classic "pipes" model but avoids becoming a commodity.
• Quote:

  "If you innovate on top of pipes, you have the strongest story." — Matt Sattel [03:03]

2. Redefining Supply Path Optimization (SPO)

[05:10 – 07:07]

• Data-Driven SPO:
  Matt criticizes the shift in SPO from being a technical process to a primarily commercial negotiation tactic.
• What Makes a Good SPO Partner:
  SSPs should be evaluated on supply quality, directness, willingness to co-innovate, and timely publisher payments, not just on commercial terms.
• Industry Pitfalls:
  Over-consolidation to the largest SSPs can prioritize volume over quality.
• Quote:

  "I’m a firm believer that SPO should go back to being supply path optimization and not a commercial term that you negotiate." — Matt Sattel [04:53]

3. Transparency and Quality Over Volume

[07:13 – 09:55]

• Request Duplication:
  Matt explains discrepancies in SSP bid request volumes (OpenX vs. competitors) as largely due to non-purchasable supply and duplicated requests.
• Impact on DSPs:
  Excessive and duplicated requests can manipulate DSP algorithms, reinforcing the need for transparency and ongoing evaluation.
• AI Implications:
  As programmatic becomes more AI-driven, quality inputs matter more than ever due to "garbage in, garbage out."
• Quote:

  "We see one of our superpowers as that we are not the biggest in terms of requests... Quality comes first." — Matt Sattel [09:11]

4. Curation: Old Hat for OpenX, New Capabilities for Agencies

[10:45 – 13:54]

• OpenX Select:
  Their curation platform, rebranded from Open Audience, allows both agencies and data providers to create bespoke deals closer to the supply, directly influencing buying.
• Why Curate via SSP?:
  More granular control, higher audience match fidelity, and fee transparency are the main benefits cited.
• Transparency in Fees:
  With OpenX, buyers can see exactly how costs break down across data and inventory, which is becoming rare in other platforms.
• Quote:

  "Our platform really is rooted in control and transparency." — Matt Sattel [12:55]

5. Automated Discounts & Data Cost Transparency

[13:54 – 17:16]

• Automated Data Discounts:
  OpenX is the first to offer real-time data fee discounts, incentivizing both demand and publisher revenue (often out of OpenX’s margins).
• Tackling the Data Cost Challenge:
  The shift to data as a percentage of media spend (vs. CPM) makes costs unpredictable; OpenX aims to help buyers restore predictability.
• Quote:

  "Doing what we believe is the role of an SSP is to get the... most incremental demand, specifically to publishers." — Matt Sattel [16:11]

6. Performance, Outcomes, and AI

[17:16 – 20:59]

• Results by OpenX:
  Their new AI-driven product predicts outcome likelihood (e.g., clickthrough, viewability, CPA) by analyzing bidstream data and matching to first-party data.
• Case Study:
  A tech brand cut all but OpenX from its buy due to the superior performance of the AI solution.
• Approachable AI:
  OpenX strives for "approachable AI," ensuring products are buyer-friendly and easily explainable to clients.
• Quote:

  "For us we're really thinking about it from an approachable lens... Is this something that's going to make the buyer's life easier?" — Matt Sattel [20:39]

7. AI’s Impact on Publisher Traffic & Future Opportunities

[21:07 – 21:53]

• Category Variance:
  The most noticeable AI-driven impact on web traffic is within shopping, and OpenX is exploring more granular, audience-level optimizations.

8. Speed Round: Strengths, Challenges & The Spirit Animal of OpenX

[22:06 – 24:53]

• Biggest Advantage:
  Agility and independent status—OpenX can pivot quickly based on client feedback.
• Biggest Challenge:
  Navigating a fractured marketplace rife with fee duplication and lack of standardization.
• OpenX as an Animal:
  Matt identifies OpenX as a "sleeping giant," referencing its OG status and newfound momentum—perhaps best represented by a hibernating animal (implied: bear).
• Quote:

  "We were an OG... we were quiet for a while... there’s this kind of sleeping giant mentality." — Matt Sattel [24:08]

Notable Quotes & Memorable Moments

• On Pipes & Innovation:

  "If you innovate on top of pipes, you have the strongest story." — Matt Sattel [03:03]

• On SPO’s Current State:

  "I’m a firm believer that SPO should go back to being supply path optimization and not a commercial term that you negotiate." — Matt Sattel [04:53]

• On Quality Over Quantity:

  "We see one of our superpowers as that we are not the biggest in terms of requests... Quality comes first." — Matt Sattel [09:11]

• On Transparency:

  "Our platform really is rooted in control and transparency." — Matt Sattel [12:55]

• On the Role of AI:

  "For us we're really thinking about it from an approachable lens... Is this something that's going to make the buyer's life easier?" — Matt Sattel [20:39]

• On Industry Challenges:

  "The finger pointing I think is ultimately the biggest challenge right now... if we could actually just really start putting some standards in place and understand why Programmatic was built this way, I think we'd be more successful." — Matt Sattel [23:22]

Timestamps for Key Segments

• OpenX's Approach & Buyer Focus: [01:32 – 02:45]
• What Is an SSP Today?: [02:45 – 03:30]
• SPO & Industry Evaluation: [05:10 – 07:07]
• Request Volume & Quality: [07:13 – 09:55]
• Curation & OpenX Select Platform: [10:45 – 13:54]
• Automated Data Discounts: [13:54 – 17:16]
• AI-Driven Performance Products: [17:16 – 20:59]
• Impact of AI on Traffic: [21:07 – 21:53]
• Strengths, Challenges, & "Spirit Animal": [22:06 – 24:53]

Final Thoughts

Matt Sattel paints a picture of OpenX as an innovator straddling tradition and transformation, emphasizing transparency, performance, and flexibility. The episode is both a technical deep dive (for industry insiders) and a transparent look at how one SSP is striving to evolve amid complex industry trends.

(Skip ads, intros/outros, and unrelated banter: all content here is directly relevant to the main discussion.)