OpenX, the largest neutral online ad server for website publishers, is finally ready to take the wraps off of OpenX Market, a service that has been in the pipeline for quite some time and was anticipated to make some waves in the digital advertising industry. I have my doubts about its disruptiveness, but website owners and publishers already using OpenX (we use it at TechCrunch) or planning to switch soon are sure going to want to take a closer look at the service, which is being launched in beta today.
In essence, OpenX Market is an independent marketplace where publishers can connect to advertisers directly to sell their ad inventory, while advertisers (either directly or via agencies) can access targeted inventory. Publishers define a minimum “floor” price for their ad impressions. OpenX Market then runs a real-time auction for each impression, with advertisers doing the bidding. 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.
It seems like a win-win for the publisher, since you have the ability to shoot for a higher paying ad without risking a total loss of money. If the higher bid doesn’t attract any advertisers, you are still able to fall back to your existing ad. The incentive for advertisers is that they have access to OpenX’s large pool of publisher inventory and ad space. OpenX’s has a publisher base of more than 150,000 websites that flows more than 300 billion impressions through the company’s software. OpenX publishers as well as non-OpenX publishers are invited to participate in the market. Advertisers can also set targeting parameters to find the best space that suits their needs, including user frequency, contextual categories, and technical/browser settings.
The company also rolled out a new version of its OpenX Ad Server 2.8 that integrates with OpenX Market. This lets publishers easily participate in the Market via an OpenX Market plugin, which allows publishers’ ad space inventory to flow directly into OpenX Market for advertisers to bid on.
An eBay-like marketplace for ads is not a revolutionary concept. Right Media and DoubleClick both have exchange marketplaces for advertisers and publishers, but neither are independent platforms like the OpenX Market, where any publisher, even those with other ad servers, can be a part of the bidding process.
OpenX (which used to be called Openads), has been growing rapidly under the leadership of former AOL CEO Jonathan Miller, who is the company’s chairman, and ex-Yahoo executive Tim Cadogan who is CEO. An open-source venture, OpenX has raised around $20.5 million in funding from Accel Partners, Index Ventures, First Round Capital, Mangrove Capital Partners and O’Reilly AlphaTech Ventures.
If the advertisers get on board great, but that’s likely a long way off
lots of our European Friends use this tool as well ! or http://www.adscale.de
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http://www.customs-data.com.cn
That’s great! I will try it right now!
Hope it will boost my current earning.
I’ve never made good use of OpenX before, now i will pay high attention on it.
This needs some careful consideration. Especially for the people who use Google Adwords. You will never have an idea of what revenues are you earning because of Google adwords. Google dynamically scans the text, picks up keywords and targets ads. I have seen some ads at Google even generating a dollar per click when the keywords are right. And if you replaced your ads with some cheaper ads you never know if you actually end up losing money in advent of making more.
On a positive note, OpenX will deliver standard ads all across (may be from a few winning providers). Using Google Adsense you have little control of what ads are being displayed.
Is OpenX a deviation from Profiling concerns? You might want to give a thought. Read the following article
http://webcoher...of-the-shadows/
This is a good news! Many publishers will benefit from this.
All about Openx @ http://search.m...mp;q=OpenX#1026
So good anounce, thanks
OpenX great job
This is great. Personally, I am a very big fan of OPENX as a publisher. Payouts are significantly higher than rubicon project.
I hope Rubicon Goes down, and OpenX continues to grow.
All this about OpenX sounds good of course, but I’m as a person that runs blog (http://RuleYourMoney.com) interested in a possibility of getting higher revenue. If OpenX can offer income comparable to Google AdSense I would be glad to use it.
Sounds great, I will try it right now!
Well, this sounds like a good idea and no doubt will attract a lot of the smaller publishers who have a tough time selling unsold inventory.
I highly doubt any big publishers would give this a go, no control over the advertisers plus site-exclusive agreements with the big agencies probably won’t compare in revenue. Maybe as default unsold (2nd tier) is a good idea though.
Great news !
So glad to hear they have a plug in since the hosted OpenX platform was down for TWO DAYS and the only response from openx was we are aware and working on it last month hope the same cavalier attitude is not there with the marketplace
It’s a good move from OpenX – and it will definately give media buyers access to strong ad inventory. I speculated that they were going to launch an exchange model a number of weeks ago, http://tinyurl.com/chzozs.
A lot small to medium sized publishers use OpenX to serve their ads, and having access to a platform where they can trade their unsold inventory with perspective buyers will doubtless attract more publishers to OpenX.
OpenX will be the dark horse of the exchange world. And media buyers in the space will be delighted with the release of this new platform.
Online advertising is receiving a lot of bad press lately about its effectiveness.
It is not advertising that is suffering, since only the major players are exposed, the perception is that there is a decline. Coincidentally there is an economic recession which paints the doom and gloom for all industries. Online Advertising is on a major growth curve.
The appearance of an advertising budget decline, is actually the expansion of advertising space. The number of places businesses can advertise now is growing daily. This causes the advertising to be spread thin giving the appearance of the decline.
There are many new ad networks now experience rapid growth compared to the rate of growth of the existing well known networks. This is a normal occurrence during a major growth trend in any industry. Take the auto industry for example during the 1940s and 1950s. They had more brands of auto makers than we can even remember. The same growth is occurring with online advertising.
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another great news for advertisers out there
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