OpenX Market is focused on helping publishers generate more revenue and to help advertisers more easily reach their target audiences across large numbers of publishers. Publishers have control over routing any or all of their ad impressions into the OpenX Market by using tools integrated into the company’s ad server.

The OpenX Market uses a real-time auction for impressions on Web sites, comparing the ad rates for advertising through its market place with a publisher’s own inventory and runs the one, which will provide the most revenue.

Tim Cadogan

"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 has a base of about 30,000 Web publishers around the globe on 100,000 Web sites in more than 100 countries. OpenX’s new CEO Tim Cadogan said, "With open-source software, there is a lot of potential for business disruption and to open up the market. You haven’t really seen open-source models really applied to the ad space until now. But there is a big business in giving publishers a really robust offering and a platform where they can also share what they build."

Adding to it Cadogan stated,"

According to the outgoing CEO of OpenX James Bilefield, "The US is the global hub for the online publishing and advertising markets, so we need a very strong presence in that market. As we scale our publisher base and introduce exciting new services to help publishers increase their revenues from online ads, the time is right for OpenX to bring in new, US-based leadership and relocate across the Atlantic. I am delighted we have attracted Tim Cadogan to lead OpenX into this next stage" Inspite of relinquishing the position of CEO, Bilefield would still stay in OpenX as an adviser."

Comments