Pasadena-based OpenX Technologies Inc. this month expanded its platform TV by OpenX throughout Europe, Asia and Australia, bringing its advertisement curation services to three continents.

OpenX offers a supply-side platform to advertisers who buy space on connected TVs – that is, smart TVs with internet-based apps or devices that stream content on TVs – as well as on mobile and desktop devices.

“We’re thrilled to build on the success of TV by OpenX, both in geographical expansion as well as in enhancing the U.S. offering to deliver buyers more data-driven curation options,” Matt Sattel, senior vice president of buyer development, said in a statement. “These innovations, among others, enable us to partner with the most premium (connected) TV publishers and ultimately deliver exceptional results for buyers.”

Because OpenX works with direct-to-publisher ad inventory, the company touts its platform as able to help advertisers more precisely seek and reach their target audiences.

“Our goal is to create a more transparent ecosystem for buyers and sellers alike so advertisers know that every dollar spent is on ‘glass-on-wall’ connected TV to build confidence in the growing ad space,” a company representative said in an email. “We also want to ensure publishers around the world can get their fair cut of revenue to continue to power the development of high-quality content for consumers.”

The new expansion includes Australia, France, Germany, Italy, Japan, Spain and the U.K. This move “marks the first step toward transparent, biddable” connected TV ad space, the company said, “allowing buyers to continue to target viewers” using such devices.

OpenX works with more than 150,000 publishers globally, reports that is has 200,000 brand and media partners and works with more than 75 demand-side platforms. It also has more than 250 data partners, including Captify, Samba TV and TVision.