OpenX Promotes Long Tail Alliance to Small Pubs
ADOTAS – Yahoo! Right Media’s recent shift to “premium” exchange and shutdown of the Direct Media Exchange was emblematic of the display arena in general — premium publishers are all the rage while little guys keep getting the shaft.
But some people are looking out small publishers: OpenX is encouraging its community of 50,000 publishers to join the Interactive Advertising Bureau’s Long Tail Alliance. OpenX is currently conducting a survey to gauge small publisher interest in various public policy issues the IAB focuses on and plans to further promote participation in the Alliance.
“Partnering with the IAB is an important step in our ongoing effort to help our community of publishers grow their businesses,” said Tim Cadogan, chief executive officer of OpenX. “By encouraging our publishers to consider becoming IAB members and joining the Long Tail Alliance, we’re providing them with services and access which they might not otherwise have. ”
Launched in June, the initiative aims to give voice to small ad-supported publishers and tech sites through the IAB, which provides tools, education and representation for these businesses. Membership in the alliance is open to any publisher selling advertising — directly, indirectly or through a network — and bringing in revenue of less than $1 million annually.
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