OpenX (company)

OpenX
Private
Industry Online Advertising, Big Data
Founded 2008
Headquarters Pasadena, California
Key people
 Tim Cadogan (CEO)
Products Ad Server, Ad exchange, SSP
Number of employees
 500+[1]
Website Official website

OpenX is a programmatic advertising technology company. The company has developed an integrated technology platform that combines ad server and a real-time bidding (RTB) exchange with a standard supply-side platform (SSP) ensuring the highest real-time value for any trade. OpenX was founded in 2008 and has raised over $75 million from Accel, Index, Samsung, Dentsu, Mangrove Capital and others.[1]

Background

According to Pixelate, OpenX Marketplace had the highest quality ad inventory in 2015, beating Google's ad marketplace (Google Adx). OpenX integrations are widely distributed / long tail and currently sees the second most impressions (2%) on the internet, after Google.[2] Its new traffic quality platform for viewability and fraud detection technology has the ability to leverage this position by seeing impressions earlier than existing ad verification / pre-bid solutions used by DSP and agency trading desks.[3]

  • OpenX was ranked the 3rd fastest growing software company in North America with 44,075% growth in revenues from 2008-2012 by Deloitte's Technology Fast 500.[4]
  • According to a report from LeadLedger.com, OpenX had the second largest publisher ad server install base behind Google in 2013.[5]
  • OpenX's current products include the OpenX Exchange, Ad Server and SSP (supply-side platform) with Demand Fusion.
  • 96% of top 100 brand advertisers and 58% of comScore 100 publishers work with OpenX, conducting 250 billion monthly transactions with 12 billion daily bids from buyers. All major demand side platforms (DSP) including AdRoll, Rocketfuel, Criteo, PerfectCPM, Turn, MediaMath, Invite Media and AppNexus buy from OpenX ad exchange.[6]
  • OpenX competes with Google's AdX and Adserver and yield optimization technology (formerly Admeld) Google[7], DoubleClick/Ad Manager, AppNexus and Facebook Ad Exchange (FBX).
  • OpenX currently has offices in California (Pasadena (HQ)[7] and Silicon Valley), New York, Tokyo, London, Munich and Cracow.
  • The net revenue of OpenX in 2015 was reported to be $140 million.[8]

In September 2017, OpenX acquired two publisher tools, Mezzobit and PubNation.[9]

References

  1. 1 2 Sarno, David (31 May 2011). "OpenX, Web ad firm, raises $20 million, expects to be profitable within a year". Los Angeles Times. Retrieved 31 May 2011.
  2. ↑ Built With (2015). "Advertising tech on the Entire Internet".
  3. ↑ Exchangewire (2015). "Ad Fraud costs $6 billion".
  4. ↑ Lead Ledger (2013). "Revenue Growth".
  5. ↑ Lead Ledger (2013). "Adserver Market Share".
  6. ↑ Konrad, Alex. "As Publishers Embrace Native Ads, OpenX Has $100 Million Reasons To Love Programmatic, Too". Forbes. Retrieved 2017-10-20.
  7. 1 2 Hof, Robert. "OpenX Aims To Boost Publishers' Online Ads With New SSP Technology". Forbes. Retrieved 2017-10-20.
  8. ↑ Ha, Anthony. "Ad-Tech Company OpenX Saw $140M In Net Revenue Last Year". TechCrunch. Retrieved 2017-10-20.
  9. ↑ "OpenX Acquires Mezzobit And PubNation To Sweeten Publisher Offering | AdExchanger". AdExchanger. 2017-09-25. Retrieved 2017-11-16.
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