Havas Media Group has struck a deal with omnichannel ad exchange OpenX for it to be the preferred supply-side platform for programmatic ads bought on behalf of North American clients.

While Havas will still work with other exchanges, the preferred status means it will work with OpenX when the same inventory is also available across multiple exchanges.

In addition to the preferred vendor relationship, Havas and OpenX will also work collaborate on unique media buying opportunities on publisher sites through open auctions, private marketplaces and programmatic direct buys. The companies will also develop a go-to-market strategy that leverages Havas’ media buying expertise and OpenX’s network, which includes over 130,000 domains across web, mobile and connected TV.

The partnership also gives Havas more control over programmatic inventory and less complexity, allowing it to more easily optimize performance and costs for clients.

This is part of a strategic priority at Havas to consolidate ad spend on the open web by working with select SSPs. In addition to making the buying process less complex, this allows the agency to work with SSPs on “clean” supply chains that are ethical, sustainable and can ensure content, traffic quality and brand safety.

“[Havas] is committed to buying through supply-side partners who bring insight, operating excellence and transparency to our supply chain and who align with our vision of responsible and sustainable advertising,” said Andrew Goode, EVP, managing director, investment for Havas Media Group North America.  “OpenX has demonstrated innovation and sophistication in helping brands find and engage audiences at scale, and we look forward to partnering with them as we continue our commitment to green media buying.”

In May, OpenX announced a plan to work towards net zero emissions on its exchange, and was the first advertising exchange to be certified as carbon neutral. For its part, Havas intends for all of its supply chain partners to be carbon neutral by 2023.