OpenX launches OpenX Market
ADOTAS — The company, a neutral online ad server for website publishers, has a new online marketplace that is a simple and neutral advertising platform for all classes of buyers and sellers.
OpenX also announced OpenX Ad Server 2.8, a new version of the company’s globally adopted technology that provides seamless integration of the ad server with OpenX Market, making it extremely easy for publishers to participate in the Market. 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. 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.
An open-source venture, OpenX has raised around $20.5 million in funding.
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