COLOGNE — It is the world’s largest independent advertising exchange, but a relatie newcomer to the video world. Now OpenX is seeing big growth in moving images.

“We started really about a year and a half ago,” says OpenX CEO Tim Cadogan in this video interview with Beet.TV. “We went out to probably 10% of revenue. [Now] it’s growing north of 500% a year. It’s growing very quickly.”

OpenX is a relatively new entrant in the video space, having kicked off in 2017. But the company is not just facilitating video ads on the big screen.

“We’re doing a lot of video in mobile as well,” Cadogan adds. “[In opt-in video], where we’re creating video ad units for the publisher and the consumer to engage in a value exchange, which consumers find very powerful

“So it’s basically taking the notion of rewarded video for gaming and applying it to other kinds of app developers. It can be in the dating space where you’re going to get extra matches, or in the content space, you can get extra articles … That’s working really, really well.”

Already, OpenX is joining the clutch of mobile ad tech providers to eye a jump to lean-back video. Cadogan says the company is “starting to explore” connected TV opportunities.

Throughout OpenX’s big video push, a noise has been rattling in the air over ad-land – concerns over transparency, viewability, fraud and so on.

But Cadogan cites Ads.txt and the Trust Accountability Group as two examples of measures he says should have eased the concerns expressed by P&G’s Marc Pritchard nearly two years ago.

“We’re seeing, and I’d say really in the last 12 to 18 months, a significant change… brands reaching out to us, wanting to understand how do you do business,” he says.

This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo. Please find more videos from the series here.