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OpenX launches online advertising marketplace
April 16 2009
OpenX Technologies, Inc. (OpenX), the world's leading independent ad server for web publishers, today announced the launch of OpenX Market (Market), a groundbreaking new online marketplace that is the first simple and neutral advertising platform for all classes of buyers and sellers. The company also announced OpenX Ad Server 2.8, a major new version of the company's globally adopted technology that provides seamless integration of the ad server with OpenX Market, thereby making it extremely easy for publishers to participate in the Market. Given that OpenX's vast publisher base of more than 150,000 websites flows more than 300 billion impressions through the company's software monthly, the company believes that the potential to rapidly scale the Market is great. At launch, OpenX Market already has a monthly run rate of more than one billion impressions. OpenX Market is designed to help publishers maximize revenue and to help advertisers much more easily reach their target audiences across large numbers of publishers. Publishers can easily route any or all of their ad impressions into the OpenX Market through tools now completely integrated into the OpenX Ad Server. Publishers define a minimum "floor" price for their ad impressions. OpenX Market then runs a real-time auction for each impression. If the winning bid from the auction is higher than the publisher-set minimum price, the higher paying ad is served and the publisher makes more money. If the winning bid is less, the publisher's original ad runs. The entire approach is designed to maximize publisher revenue with zero risk. Advertisers benefit by having a simple way to buy across the potentially enormous pool of primary inventory available from OpenX's publisher base. "Historically, the online advertising market has been fractured, opaque, hard to participate in and therefore inefficient. In particular, mid-sized and smaller publishers lack the ability to reach a broad set of advertisers. Conversely, advertisers see lots of value in niche sites and audiences, but find it very hard to discover and buy those sites and audiences." said Tim Cadogan, chief executive officer, OpenX. "The OpenX Market is all about making these connections simple, seamless and scalable. We have listened extensively to our very large global community of publishers and have developed the Market specifically to overcome these inefficiencies by providing all classes of publishers and ad buyers with a unique monetization platform that we believe will create enormous value for both."
OpenX Market: Benefits for Publishers & Advertisers Aggregating and structuring historically fragmented inventory is an important way that OpenX Market will help to transform online advertising and significantly benefit both publishers and advertisers.
OpenX Market enables publishers large and small to maximize their advertising revenue by selling their inventory via a simple to use marketplace where all classes of buyers bid for each impression in a real-time auction.
Publisher Benefits:
- Revenue maximizing
- Simple
- Publishers can participate with just the click of a button
- Publishers receive one consolidated check at the end of the month from OpenX
- Zero risk
- Fast
- Neutral
OpenX Market enables buyers to define and buy ad inventory based on their unique criteria across a vast pool of diverse, primary inventory/
Advertiser Benefits:
- Simple
- Advertisers can immediately access and participate on 100% of ad inventory
- Advertisers make one consolidated payment to OpenX
- Real-time auction
- Structure provided by a growing set of targeting parameters
- Huge growth potential
- Neutral
Signing Up for OpenX MarketEnjoying the benefits of OpenX Market is simple and fast. Detailed information on how to participate can be found at: www.openx.org/market OpenX Ad Server 2.8 - Market Integration, Plugin Architecture, eCPM optimization and More OpenX Ad Server 2.8 is the latest version of the company's ad server and contains major new advances over prior versions of the software. A key feature of 2.8 is the new OpenX Market plugin, which allows publishers to seamlessly flow their inventory directly into OpenX Market to maximize their revenue. This native integration of the Market into the ad server makes it simple for publishers to access the new platform and provides the potential for the company to quickly scale the Market. Other key benefits of 2.8 include:
- Easier Customization
- eCPM Optimization
- Improved Scalability
- Enhanced Usability
