OpenX (company)

From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
OpenX
Private
IndustryOnline Advertising, Big Data
Founded2008
HeadquartersPasadena, California
Key people
Tim Cadogan (Chairman and CEO), John Gentry (President), Jason Fairchild (Co-founder), Paul Ryan (CTO)
ProductsAd Server, Ad exchange, SSP
Number of employees
500+[1]
WebsiteOfficial website

OpenX, legally known as OpenX Software Ltd.,[2] 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[3] and has raised over $75 million from Accel, Index, Samsung, Dentsu, Mangrove Capital and others.[1]

Background[edit]

According to Pixelate, OpenX Marketplace had the highest quality ad inventory in 2015, beating Google's ad marketplace (Google Adx)[citation needed]. OpenX integrations are widely distributed / long tail and currently sees the second most impressions (2%) on the internet, after Google.[4] 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.[5]

  • 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.[6]
  • According to a report from LeadLedger.com, OpenX had the second largest publisher ad server install base behind Google in 2013.[7]
  • OpenX's current products include the OpenX Exchange, Ad Server and SSP (supply-side platform) with Demand Fusion.[citation needed]
  • 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, Turn, Invite Media and AppNexus buy from OpenX ad exchange.[8]
  • OpenX competes with Google's AdX and Adserver and yield optimization technology (formerly Admeld) Google[9], DoubleClick/Ad Manager, AppNexus and Facebook Ad Exchange (FBX).[citation needed]
  • OpenX currently has offices in Pasadena (HQ), New York, Tokyo, London, and Kraków.[10]
  • The net revenue of OpenX in 2015 was reported to be $140 million.[11]

In September 2017, OpenX acquired two publisher tools, Mezzobit and PubNation.[12]

After laying off "around 100 employees" in December 2018[13], the following month OpenX announced plans to move all on-premises workloads fully into the Google Cloud Platform by Q2 2019. [14]

References[edit]

  1. ^ a b 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. ^ "OpenX | Crunchbase". Crunchbase. March 29, 2019.
  3. ^ Jarvey, Natalie (2013-01-17). "OpenX Raises $22 Million for Mobile Expansion". Los Angeles Business Journal. Anna Magzanyan. Retrieved 2019-04-15. OpenX was founded in 2008 as an ad exchange for buyers and sellers of web ads to make instant transactions.
  4. ^ Built With (2015). "Advertising tech on the Entire Internet".
  5. ^ Exchangewire (2015). "Ad Fraud costs $6 billion".[better source needed]
  6. ^ Lead Ledger (2013). "Revenue Growth".[better source needed]
  7. ^ Lead Ledger (2013). "Adserver Market Share".[better source needed]
  8. ^ Konrad, Alex. "As Publishers Embrace Native Ads, OpenX Has $100 Million Reasons To Love Programmatic, Too". Forbes. Retrieved 2017-10-20.
  9. ^ Hof, Robert. "OpenX Aims To Boost Publishers' Online Ads With New SSP Technology". Forbes. Retrieved 2017-10-20.
  10. ^ "OpenX Office Locations". OpenX. Retrieved 2019-04-15.
  11. ^ Ha, Anthony. "Ad-Tech Company OpenX Saw $140M In Net Revenue Last Year". TechCrunch. Retrieved 2017-10-20.
  12. ^ "OpenX Acquires Mezzobit And PubNation To Sweeten Publisher Offering | AdExchanger". AdExchanger. 2017-09-25. Retrieved 2017-11-16.
  13. ^ O'Reilly, Laura (2018-12-18). "Ad-Tech Company OpenX Lays Off Around 100 Staff". The Wall Street Journal. New York City: Dow Jones & Company. Retrieved 2019-02-14. Ad-tech company OpenX...has laid off around 100 employees, the company confirmed Tuesday.
  14. ^ "OpenX goes all-in into Google Cloud Platform to have global reach, speed, and scalability". PPC Land. 2019-01-24. Retrieved 2019-01-24.

External links[edit]