OpenX is testing a platform called OpenAudience that lets advertisers buy using its identity graph, which includes access to unique data from its publishers. It plans to makes its identity graph-enabled buying generally available in Q3. This announcement is unusual in that exchanges like OpenX usually do not offer identity graphs that connect audience data […]
OpenX signed a five-year deal with Google Cloud Platform worth more than $110 million that will move its infrastructure completely to the cloud. OpenX is transitioning to the cloud within six months, and it expects the transition to be completed by Q2 of 2019. Once complete, OpenX expects its publishers and buyers will see several […]
OpenX has laid off 100 staffers, a process that started weeks ago and included a massive round on Tuesday. It will also sunset its ad server by the end of the year. The departing staff includes engineering, product and tech employees, and OpenX will shift those roles to Krakow, Poland, which has strong engineering talent […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Archie Sharma, senior director of corporate development and strategy at OpenX. Cable companies have historically dominated the TV advertising market, and through M&A over the last decade the industry is now led by a […]
Six top ad exchanges are asking the Trustworthy Accountability Group (TAG) to referee auction dynamics. The CEOs of OpenX, PubMatic, Rubicon Project, Sovrn, SpotX and Telaria collectively signed a letter to advertisers and publishers outlining principles of transparency, efficiency and fair-market practices. They want to clearly state what’s acceptable and what’s not to restore trust […]
The first rule of ad fraud: If it can be spoofed, it will be spoofed. Bad actors are pretending to be legit, demand-side platforms to try and fool partners and blend in with real ad calls as a way to purvey malware and litter the web with forced redirects. “They weasel their way onto the […]
AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by Tealium. It was a long journey from OpenX CEO Tim Cadogan’s bucolic upbringing in Dorset, England, to the technology centers of California, where frenetic change is the only rule. Cadogan has had a front-row seat to several waves of […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ian Davidson, vice president of platform demand at OpenX. Why would exchanges add to their enormous server-farm costs by sending multiple bid requests to a single demand-side platform (DSP) for the same impression opportunity? […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Archie Sharma, senior director of corporate strategy at OpenX. To date, the subscription business model has been viewed by some as the gold standard in the over-the-top (OTT) and connected TV (CTV) space, but […]
OpenX acquired two publisher tools, Mezzobit and PubNation, on Monday. By bringing these point solutions in-house, the SSP plans to strengthen its overall offering for publishers. The tools don’t boost yield for publishers, which is how publishers typically grade SSPs, but rather help them track down slow or suspicious advertiser tags and monitor overall ad […]
