OpenX Expands into Mexico, Appoints Michelle Feerman to Lead LATAM Growth

Programmatic advertising in Mexico is booming. In 2023, ad spend reached $3.64 billion and is projected to climb to $4.82 billion by 2026, driven by increased internet and smartphone penetration and a robust digital advertising market. This growth highlights a shift toward more data-driven, personalized advertising strategies.

Recognizing this region's momentum, OpenX is thrilled to announce its official launch in Mexico as the first step in a broader LATAM expansion.

A market primed for innovative solutions

Mexico's digital advertising market is rapidly evolving, with buyers seeking efficiency, dynamic targeting capabilities, and greater control from real-time optimization. The rise of CTV and OTT platforms is creating new opportunities for programmatic integration, while both local businesses and global brands are seeking to optimize ad spending, according to the IMARC Group.

For the Mexican programmatic market, OpenX offers three core solutions that directly address buyer needs:

• TV by OpenX: Transforms biddable CTV from a black box into a transparent, high-value advertising opportunity for brands targeting growing Mexican streaming audiences. With rapid CTV adoption in Mexico, this solution provides buyers with clear visibility into inventory quality and performance metrics, enabling more strategic media investments across local and international streaming platforms.
  
  
• Results by OpenX: Dynamically identifies and prioritizes the most valuable ad opportunities, ensuring only high-quality impressions are served to the Mexican consumers most likely to take action on a desired outcome. This AI-powered solution is particularly valuable for brands navigating Mexico's fast-growing media environment, automatically filtering out low-performing inventory while optimizing for campaign goals and audience engagement.
  
  
• OpenXSelect: Sets a new standard for audience activation in Mexico by enabling direct integrations with 80+ data and identity partners and over 250 additional third-party data providers through LiveRamp. For Mexican buyers, this means reduced post-bid data leakage, improved match rates via our proprietary identity graph, and better targeting precision when reaching Mexico's younger, mobile-first population that values authentic brand connections.
  

Introducing Michelle Feerman: Our boots-on-the-ground in LATAM

Michelle Feerman joined OpenX as Senior Sales Director, LATAM, becoming our first hire in the region. Based in Mexico City, Michelle will spearhead demand-side strategies, empowering agencies and brands to optimize their media investments through curated supply strategies and premium inventory access via their preferred DSPs.

Michelle brings nearly a decade of experience in digital media and deep relationships in adtech across LATAM, previously holding strategic positions at Google, Webedia, Adsmovil, and Integral Ad Science (IAS). Her appointment underscores OpenX's commitment to transparency and inventory quality, especially as advertisers increasingly seek reliable, data-driven platforms for navigating Mexico's dynamic digital ecosystem.

Cultural authenticity drives advertising

The Mexican market is particularly distinguished by its cultural diversity and a youthful demographic eager for authentic, socially responsible storytelling. As brands increasingly lean into culturally resonant narratives and leverage first- and third-party data for tailored outreach, Michelle's local expertise positions OpenX to help advertisers align their campaigns effectively with these emerging trends.

"OpenX is exactly what the Latin American market needs right now: transparent, responsible, and results-driven programmatic solutions," Michelle said. "I'm excited to be part of a team genuinely invested in approachable AI and impactful targeting. The potential in LATAM is immense, and I look forward to partnering with brands and agencies to elevate their programmatic strategies."

For more information about OpenX's offerings in Mexico and Latin America, please reach out to our team or download the one-sheet to learn more.