#USA #New York #OpenWeb #Community Exchange #Kelly Andresen

OpenWeb Revolutionizes Digital Advertising with New Community Exchange Platform

In a significant move aimed at enhancing audience engagement in the realm of digital advertising, OpenWeb has unveiled its latest innovation, the Community Exchange. This new platform transforms actual community conversations into meticulously curated audience segments, enabling brands to reach consumers more effectively than ever before. With the backing of over 100 million logged-in users, the Community Exchange appears poised to make a considerable impact on how advertisers interact with target audiences.

Bridging the Gap Between Community and Advertising

OpenWeb's Community Exchange combines user participation data with intent signals collected from a network of more than 5,000 trusted publishers. This innovative approach allows advertisers to create anonymized audience segments based on real user engagement, capturing the sentiment and intentions that traditional page-level targeting often overlooks. This nuance provides marketers with a deeper understanding of their audiences, catering to the shift where 99% of advertisers are planning to increase their investment in first-party data.

Kelly Andresen, recently appointed Executive Vice President of Demand Sales, emphasized the importance of reaching 'real people' in authentic ways. According to her, every comment or reaction from users provides insights into their mindset and sentiment, far surpassing the limitations of conventional targeting methods. This fresh perspective comes at an essential time as the market evolves to prioritize genuine engagement over mere impressions.

Seamless Integration and Privacy Considerations

Designed with a strong commitment to user privacy, the Community Exchange platform ensures that audience data stems from consented relationships between users and publishers. This prioritization of transparency and trust not only enhances performance but also respects user privacy—a crucial concern in today’s digital landscape.

Advertisers can activate these anonymized audiences seamlessly across various inventory types, including display, video, and native advertising, streamlining the activation process through OpenWeb’s Supply-Side Platform (SSP). This cohesive integration was a vital consideration in developing the platform, aimed at ensuring advertisers can access the high-quality inventory and meaningful engagement they seek.

A Leadership Change with Impact

Kelly Andresen brings over two decades of advertising experience, having previously held the position of President of USA TODAY National Sales and held influential roles at The Washington Post and SiriusXM. Now, she oversees OpenWeb's global direct demand strategy, focusing on enriching the engagement data available to advertisers in safe environments.

Her insights are particularly beneficial as recent research conducted by OpenWeb indicates that a staggering 86.8% of buyers are willing to pay a premium for engagement-based audiences. Moreover, 53.3% express a preference for curated deals over open exchanges, highlighting the demand for more refined advertising strategies in the digital space.

Looking Forward

As OpenWeb CEO Jim Daily notes, the current landscape necessitates a strong focus on optimizing supply paths. Buyers are increasingly seeking direct relationships with premium publishers and greater visibility into ad placements. Community Exchange delivers both these requirements through its owned-and-operated network, ensuring that advertisements appear in spaces that are both relevant and valuable to brands.

This exciting launch reflects OpenWeb's commitment to enhancing online conversations while simultaneously transforming how advertising functions. With its innovative use of community engagement data, coupled with strategic leadership under Kelly Andresen, OpenWeb is well-positioned to lead the charge in a rapidly changing advertising environment. For further details on the Community Exchange platform, visit OpenWeb.com or follow @OpenWebHQ on LinkedIn and Twitter.