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Head-to-head · Supply Side Platforms

PubMatic vs OpenX

  • Updated Sep 2026
  • Both researched from official sources
  • 3 checks side by side
Higher score PubMatic #2 in Supply Side Platforms 8.2/10 Pricing on request ✓ 2 of 2 features Visit PubMatic
OpenX #4 in Supply Side Platforms 7.4/10 Pricing on request ✓ 2 of 2 features Visit OpenX

PubMatic leads on 0 checks, OpenX on 0, and 3 are even. Who comes out ahead on the 3 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scorePubMatic · 8.2/10

PubMatic scores higher on our rubric for supply side platforms: 8.2 against 7.4 out of 10; our editors rank them #2 and #4.

PubMatic is the better fit for publishers optimizing cross-screen ad yield. OpenX is the better fit for publishers needing broad inventory and deal controls.

  • PubMatic fits best

    Publishers optimizing cross-screen ad yield

  • OpenX fits best

    Publishers needing broad inventory and deal controls

Advertiser disclosure: iTechGuides is reader-supported. We may earn a commission when you click some links. It never changes our verdict. How we rank.

Side by side

Feature PubMatic 8.2/10 Visit ↗ OpenX 7.4/10 Visit ↗
At a glance
Editor score 8.2 7.4
Ranking #2 in Supply Side Platforms #4 in Supply Side Platforms
Best for Publishers optimizing cross-screen ad yield Publishers needing broad inventory and deal controls
Pricing model Paid Paid
Starting price Not published Not published
Free plan — Not published
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Email, Docs Community
Built for Mid-market, Enterprise Small business, Mid-market, Enterprise
Features PubMatic 2/2 · OpenX 2/2
Header bidding support ✓ ✓
Private marketplace deals ✓ ✓
Specs
Inventory channels CTV/OTT, online video, mobile app, mobile web, desktop web Connected TV (CTV), display, video, mobile, digital out-of-home (DOOH), native
Auction types real-time bidding (RTB), header bidding, unified auctions, private marketplace and programmatic guaranteed First-price, second-price
Ad formats display/banner, static display, video, outstream video, interstitial, rewarded video, native, rich media Display, video, mobile, native, connected TV (CTV), digital out-of-home (DOOH)
Reporting detail Advanced Advanced
Our review
Pros
  • OpenWrap supports Prebid-powered header bidding across web and in-app inventory.
  • Supports private marketplace and programmatic-guaranteed deals.
  • Connects monetization across web, mobile, video and CTV/OTT.
  • Supports CTV, display, video, mobile, DOOH, and native inventory
  • Combines header bidding with curated and private marketplace deals
  • Offers audience targeting, ad quality controls, and advanced reporting
Cons
  • Pricing requires contacting sales.
  • Primarily aimed at mid-market and enterprise organizations.
  • Support channels are email and documentation.
  • Pricing uses a contact-sales model rather than published plan rates
  • Deployment is cloud-only
  • Support is provided through community channels
Our verdict

PubMatic is a cloud-based supply-side platform for publishers and buyers managing programmatic digital advertising. It connects web, mobile app, online video and CTV/OTT inventory to real-time auctions, with capabilities spanning header…

Read the review →

OpenX is a supply-side platform for publishers managing programmatic advertising across connected TV, display, video, mobile, digital out-of-home, and native formats. It combines inventory and deal management with header bidding, audience…

Read the review →
  1. PubMaticSupply Side Platforms 8.2Pricing on request
  2. OpenXSupply Side Platforms 7.4Pricing on request

Strengths and trade-offs

  • PubMatic — where it wins

    • OpenWrap supports Prebid-powered header bidding across web and in-app inventory.
    • Supports private marketplace and programmatic-guaranteed deals.
    • Connects monetization across web, mobile, video and CTV/OTT.

    Where it doesn't

    • Pricing requires contacting sales.
    • Primarily aimed at mid-market and enterprise organizations.
    • Support channels are email and documentation.

  • OpenX — where it wins

    • Supports CTV, display, video, mobile, DOOH, and native inventory
    • Combines header bidding with curated and private marketplace deals
    • Offers audience targeting, ad quality controls, and advanced reporting

    Where it doesn't

    • Pricing uses a contact-sales model rather than published plan rates
    • Deployment is cloud-only
    • Support is provided through community channels
  • PubMatic8.2/10 · Pricing on request

    A cross-screen SSP combining header bidding, deal management and yield optimization.

    Visit PubMaticFull verdict →
  • OpenX7.4/10 · Pricing on request

    OpenX gives publishers broad inventory, deal, targeting, auction, and reporting controls.

    Visit OpenXFull verdict →

More comparisons

All supply side platforms comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026

Last updated · How we research and update