Open Exchange Feature

This section describes how to use the Open Exchange feature.

Open Exchange

An open ad exchange is a virtual marketplace where publishers and advertisers trade digital ad inventory. It is a common programmatic tool used by publishers to offer their inventory transparently, allowing buyers to easily activate their campaigns on available ad space.

The Broadsign SSP (Reach) Open Exchange feature enhances transparency and streamlines transactions. By enabling your screens for the Open Exchange, you open a new programmatic revenue stream and increase transparency for buyers.

Benefits of using the Broadsign SSP (Reach) Open Exchange feature include:

  • Reduced friction with campaign activations.
  • Increased transparency across all demand-side partners.
  • Removes the need for setting up custom programmatic Deal IDs.
  • Allows buyers to reach new audiences at scale.
  • Enables quicker DOOH campaign activation and simplifies workflows.

By including screen-level pricing and enabling the Open Exchange feature on all desired screens, Broadsign SSP (Reach) will start sending Open Exchange opportunities in each bid request to all of the Open Exchange-enabled DSPs.

Open Exchange is designed to complement your overall strategy. Screens can still be included in new and existing PMP deals. Private deals will always take priority over Open Exchange responses if there are multiple bids on the same piece of inventory.

To use Open Exchange, you must enable it and define a CPM bid floor.

To enable Open Exchange for a screen:

  1. Access the Screens section.

  2. You can either:
    • Create a new screen for which you will enable Open Exchange. In this case, click Create on the top right of the Screen List.

      • The Creating New Screen card is displayed. For more details on how to create screens, see Creating Screens.

    • Click an existing screen in the Screen List section.

      • The Editing Screen card for this deal is displayed.

  3. In the Basics section, check the Open Exchange Enabled feature.

  4. In CPM Bid Floors, define at least one value with the currency that you are using.
  5. Click Save & Close.