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 | 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.
- 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.
References
- 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.
- ↑ 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".