OpenX (company)
| 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 | 350[1] |
| Website | Official website |
OpenX is a real time advertising technology company. The company has developed an integrated technology platform that combines ad server and a real time bidding (RTB) exchange with yield optimization for advertising and digital media companies. OpenX was founded in 2008 and has raised over $75 million from Accel, Index, Samsung, Dentsu and others.[2]
Background
According to Pixelate, OpenX Marketplace has 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 on the internet, after Google.[3] It's new traffic quality platform for viewability and fraud detection technology has ability to leverage this position by seeing impressions earlier than existing ad verification / pre-bid solutions used by DSP and agency trading desks.[4]
- 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.[5]
- According to a report from LeadLedger.com, OpenX has the second largest publisher adserver install base behind Google in 2013.[6]
- 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 Rocketfuel, Criteo, Turn, MediaMath, Invite Media and Appnexus buy from OpenX ad exchange.
- OpenX competes with Google's AdX and Adserver and yield optimization technology (formerly Admeld) Google, DoubleClick/Ad Manager, AppNexus and Facebook Ad Exchange (FBX).
- OpenX currently has offices in California (Pasadena (HQ) and Silicon Valley), New York, Tokyo, London and Munich.
Funding and Acquisitions
The company's second round of venture capital funding was led by Accel Partners.[7] In May 2009, OpenX raised $10 million in third-round funding from DAG Ventures.[8][9] In May 2011, OpenX announced a fourth round of funding, $20 million, led by SAP Ventures, as well as AOL Ventures, Mitsui & Co. Global Investment, and Presidio Ventures, as well as previous investors.[1][10]
In February 2012, OpenX acquired LiftDNA[11] (OpenX Lift), a next generation SSP for 'tens of millions'.[12] In October 2012, OpenX acquired content valuation company Jumptime.[13]
In January 2013, OpenX raised $25 million in a round led by strategic partner, Samsung and Dentsu. OpenX technology powers Samsung AdHub where advertisers buy impressions across all Samsung devices.
References
- ↑ 1.0 1.1 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.
- ↑ David Sarno (2011-05-31). "OpenX, Web ad firm, raises $20 million, expects to be profitable within a year". Los Angeles Times. Retrieved May 31, 2011.
- ↑ Built With (2015). "Advertising tech on the Entire Internet".
- ↑ Exchangewire (2015). "Ad Fraud costs $6 billion".
- ↑ Lead Ledger (2013). "Revenue Growth".
- ↑ Lead Ledger (2013). "Adserver Market Share".
- ↑ "Openads Closes $15.5 Million Series B Funding Led By Accel Partners". 16 January 2008. Retrieved 31 May 2011.
- ↑ Beal, Andy (26 May 2009). "OpenX Raises Another $10M to Help in Its Efforts to Bring Down Google". Marketing Pilgrim. Retrieved 31 May 2011.
- ↑ Ackerman, Elise (26 May 2009). "OpenX expands war chest to compete with Google and Yahoo". SiliconBeat. Retrieved 31 May 2011.
- ↑ Primack, Dan (31 May 2011). "Venture Capital Deals - The Term Sheet: Fortune's deals blog Term Sheet". CNN. Retrieved 31 May 2011.
- ↑ "LiftDNA". 26 February 2012. Retrieved 26 Feb 2012.
- ↑ The Wall Street Journal http://blogs.wsj.com/venturecapital/2012/02/27/the-daily-start-up-openx-buys-liftdna-in-digital-ad-deal/. Missing or empty
|title=(help) - ↑ http://www.openx.com/content/openx-acquires-pioneering-content-valuation-company-jumptime