OpenX Technologies, one of the world’s leading omnichannel supply-side platforms, recently made a leadership change as Matt Sattel was promoted to Chief Executive Officer (CEO). Sattel, who previously served as OpenX’s President, handled the venture’s commercial, technology, strategy, operations, and marketing-related affairs.
Matt Sattel succeeds John Gentry, who passed away at the beginning of 2026. Gentry spent 12 years at OpenX, including six years as the company’s CEO, where he guided the omnichannel supply-side platform through challenges like the disruptive entry of header bidding (a programmatic advertising technique that assists publishers in offering ad inventory to multiple demand sources simultaneously before calling their primary ad server) and evolving privacy regulations.
John Gentry, who also served the firm as its advisor and President during his 12-year stint, helped OpenX Technologies shape its long-term vision while building a culture grounded in integrity and performance. Gentry reportedly worked closely with Sattel for over four years, mentoring and preparing the latter for the company’s leadership mantle.
OpenX has also consolidated its position as an independent omnichannel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. What makes the company unique is its ability to power advertising across CTV (Connected TV), smartphone app, mobile web, and desktop, using the in-house 100% cloud-based tech stack.
“Matt is the ideal leader to take OpenX forward. One of John’s greatest gifts was his ability to recognise and nurture exceptional leaders. In Matt, he saw immense talent. He and Matt worked hand in hand to build OpenX over the past few years. John had the utmost confidence in Matt. The board and I share that confidence. Matt understands what our customers need, and his strategic acumen, market knowledge, and operating rigour perfectly position him to lead the next phase of OpenX’s growth,” said Tim Cadogan, Chairman of OpenX’s Board.
Sattel, upon his appointment as the OpenX CEO, remarked, “John believed deeply in supporting and mentoring those around him. He helped prepare me for this moment, and I’m grateful to the board for the trust they’ve placed in me. My focus is on building upon the culture he established and delivering best-in-class technology that drives strong performance and business outcomes for our clients.”
A CEO Who Understands The Ever-changing Ad-tech World
Matt Sattel studied marketing at the University of Florida, earning a Bachelor of Business Administration. After that, he pursued a course in Data Analytics for Business Professionals from the University of Chicago. He completed the degree at a time when the digital advertising world was showing signs of becoming more data-driven and technical.
Before joining OpenX, Sattel worked at London-based MiQ, a company that serves as a programmatic media partner for marketers and agencies. He started his career in the venture’s sales department before eventually becoming Senior Vice President and Head of In-Housing for the business. Through these roles, he gained the opportunity to work closely with brands navigating the complicated shift toward programmatic advertising.
Matt Sattel also held roles at Samba TV, Speakr, and xAd, gaining experience from different corners of the advertising ecosystem, including TV analytics, influencer marketing, or mobile location data. After joining OpenX Technologies, he worked his way up from sales leadership to Chief Revenue Officer, to President, and finally to CEO in 2026. The company now has a CEO who is part revenue strategist, part operator, and most importantly, a product of the ever-changing ad-tech world.
OpenX and innovation go hand in hand. Throughout the 17 years of its existence, the company has emerged as a trusted partner of over 200,000 premium publisher domains and over 100,000 advertisers. When it comes to making the industry sustainable, OpenX was the first adtech company to be certified as CarbonNeutral and third-party verified for achieving its SBTi (Science Based Targets initiative) Net-Zero targets.
In July 2025, OpenX introduced “OpenXSelect,” an advanced supply-side targeting and curation platform for brands and agencies. The next-generation solution enables buyers closer to the supply to take full control of their inventory quality, activate targeting at scale using a wide range of data parameters like audience, behavioural, attention, and sustainability, before optimising targeting- and curation-related performance through a streamlined, intuitive interface.
In fact, OpenX has been redefining supply-side curation practices since 2018, the year it launched “OpenAudience,” a first-of-its-kind solution for data partners powered by the ad industry’s first supply-side identity graph. The innovation set a new standard for activating audiences directly on the supply side, apart from setting new standards of data-driven curation.
Then, in January 2026, the venture launched OpenXBuild, a software suite tailored to provide advertisers with unprecedented real-time control over ad performance, reach, and insights. Through this, OpenXBuild now offers a new way to leverage first-party data and deploy proprietary logic in real time to build high-performing, secure advertising solutions.