SSPs Beyond “Pipes”: OpenX’s Matt Sattel on the Future of Curation, SPO, and AI

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Oct 14, 2025

Matt Sattel, Chief Revenue Officer at OpenX, shares insights on the evolution of supply-side platforms from mere ‘pipes’ to intelligent systems prioritizing quality and transparency. He discusses the importance of data-driven Supply Path Optimization and the challenges of request duplication that inflate metrics. Sattel highlights how OpenX Select allows agencies to create transparent deals and the critical role of AI in optimizing performance outcomes. He emphasizes the need for agility in a two-sided marketplace and the efforts to rebuild trust in the industry.

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ANECDOTE

Buy-Side Background Shaped Strategy

Matt Sattel joined OpenX from the buy side and influenced product strategy with buyer-focused thinking.
He says OpenX builds buyer tools and evolves SSP role rather than copying other SSPs or publishers.

INSIGHT

Smart Pipe Over Dumb Volume

Being a pipe isn't bad if you become a 'smart pipe' that curates and sends the right high-quality requests.
Matt argues SPO should be supply path optimization rooted in data, not just a commercial negotiation.

ADVICE

Make SPO Data-Driven First

Do base SPO decisions on data: supply quality, directness, MFA elimination, and global coverage.
Avoid letting commercial negotiations alone dictate SPO partner selection.

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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.

Chapters

00:00 Introduction and Advertising Week Banter

01:31 OpenX’s Evolution and Buy-Side Perspective

02:59 Defining the “Smart Pipe” Approach

05:09 Redefining Supply Path Optimization (SPO)

07:07 Quality, Duplication, and Clean Supply

10:27 Curation and the OpenX Select Platform

14:06 Automated Discounts and Data Transparency

17:25 AI-Driven Performance: Results by OpenX

20:58 The Broader Impact of AI on Audiences

22:06 Agility, Independence, and Market Challenges

23:45 Closing Thoughts and the “Sleeping Giant” Analogy

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