OpenX Market
OpenX launches the groundbreaking OpenX Market, the first simple and neutral advertising platform; http://tr.im/j1Ff
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Gerrit Eicker
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Gerrit Eicker 09:40 on 17. April 2009 Permalink |
OpenX: “OpenX Market is designed to help publishers maximize revenue and to help advertisers much more easily reach their target audiences across large numbers of publishers. Publishers can easily route any or all of their ad impressions into the OpenX Market through tools now completely integrated into OpenX Ad Server. Publishers define a minimum “floor” price for their ad impressions. OpenX Market then runs a real-time auction for each impression. 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. The entire approach is designed to maximize publisher revenue with zero risk. Advertisers benefit by having a simple way to buy across the potentially enormous pool of primary inventory available from OpenX’s publisher base.”
TC: “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.”