AdBrite Unfurls New Ad Targeting Exchange
ADOTAS – Interactive advertising network AdBrite today announced the launch of its Open Targeting Exchange, an open and competitive marketplace for ad targeting technologies. In a bid to boost effectiveness, the system will leverage multiple targeting methods, algorithms and allow them to compete for the right to match advertisements to publisher Web pages.
“Today, each ad network is built on a single proprietary targeting algorithm,” said Ignacio Fanlo, CEO of AdBrite. “With the launch of OTX, we’ve opened our platform to create opportunities for, and foster competition among, multiple targeting technology providers. Publishers will benefit from improving revenue yield, and advertisers will generate better results.”
OTX is an integrated element of AdBrite’s network, so publishers and advertisers benefit from competition among targeting providers. Every time a page is viewed on one of AdBrite’s publisher sites, OTX scans multiple eligible targeting algorithms to determine the most relevant advertisements for the site, user and their geographical location.
“AdBrite’s Open Targeting Exchange fills a significant void in the industry. Most large ad networks have reach but weak targeting technology, while most technology providers have great targeting but lack reach,” Ajay Sravanapudi, CEO of Lucid Media (formerly Entrieva), said in a statement. “AdBrite’s OTX exposes over 50,000 sites to leading-edge targeting technology, and allows targeting vendors to profit from doing what they do best. We’re pleased to be an OTX launch partner.”
AdBrite is reviewing applications from more than a dozen additional partners, and plans to expand the program to include graphical ads and other formats.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Hulu’s Bringing Its “A” Game But… March 19th 2010 ADOTAS – Hulu’s sales team is actively subverting the ad [...] more »
- Yelp! A class-action suit? March 19th 2010 ADOTAS – One of three civil suits against Yelp filed [...] more »
- Viacom Accuses Google; Testing Digital Millennium Copyright Act March 19th 2010 Viacom has accused Google of turning a blind eye to [...] more »
- Google to Leave China April 10th? March 19th 2010 ADOTAS – According to the China Business News, Google Inc [...] more »
- [x+1] Creates The Smartest Tagging System Around March 18th 2010 ADOTAS – Today, if you happen to be at the [...] more »
- IAB’s Video Standards Tackled By ADTECH March 18th 2010 ADOTAS – ADTECH, a part of AOL Advertising and an [...] more »
- Google Search and Mobile and….TV? Oh My! March 18th 2010 ADOTAS – Google wants to dominate your screens…. Not just [...] more »
Features
- Growing Pains March 19th 2010
- For Better or For Worse? March 18th 2010
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
- Manager, Business and Trade Media Relations
Recent Comments
- Jedd Gould: I think you miss the point. Publications have to charge because the content most are
- Gavin Dunaway: They're similar, but Ning is more a competitor to Facebook and MySpace while StumbleUpon considers
- Steve Feldman: Does StumbleUpon compete with and does essentially what Ning networks does?
- Bulent: I wonder how many of the clients would accept a media plan, that would -as
