OpenX, an ad independent ad server that is a distant second to Google, is joining the party too. The company today announced the hiring of four new mobile executives: mobile general manager Rob Kramer, VP engineering and chief architect Jin Yu, VP publisher solutions Laura Buchman and senior director of product Martin Price. All the positions are newly created at OpenX. The four joined the company within the past two months.
Programmatic in mobile is turning into more than just a fad, and OpenX just placed a big bet on its future.
The company today announced the appointment of four mobile executives to senior roles at the company. Rob Kramer has joined the company as general manager, mobile; Jin Yu as vice president, engineering and chief architect; Laura Buchman as vice president, publisher solutions; and Martin Price as senior director, product.
Pasadena ad tech company OpenX has about tripled in size in the last two years. And now the company is changing its executive structure to reflect its growth.
OpenX announced Monday morning that it has named John Gentry as president. He will take over operational responsibility for the company and oversee its business, engineering and product teams. Gentry is the company’s first president.
Internet robots are hijacking computers to create fake Web traffic. It might sound like the plot of a sci-fi movie, but for one Pasadena company, it’s a problem that costs advertisers millions.
The company, OpenX, is an ad exchange, a marketplace for advertisers and publishers to buy and sell Web ads. Last month, it rolled out a system that monitors a publisher’s traffic and quickly pinpoints and weeds out fake impressions or Web visits by “bots” run by cyberscammers.
OpenX today announced the launch of its first office in Germany, located in Munich. The company has appointed Dimo Velev as regional director, DACH (Deutschland, Austria, Switzerland), a newly created position.
The rise of programmatic buying has been a boon for some unscrupulous publishers that have learned to game the system by unloading junk ad impressions on exchanges. Now the money grab may be ending as exchange operators respond to improvements in fraud detection and to buyer demands for legit inventory.
As the online ad industry races toward a full-throated embrace of programmatic ad buying, it’s been rocked by a set of serious challenges: bot-driven traffic, ghost publishers and charges of out-and-out fraud.
One ad exchange says it’s taking unprecedented steps to fight back while hopefully establishing itself as the safest place to do business in the ever-more-automated ad world.OpenX, an independent exchange positioned as an alternative to the market leader Google’s AdEx, has built a proprietary set of tools and a system designed to automatically suss out and block suspect traffic.
In an effort to win the war on bots, online ad exchange OpenX is enlisting people — and some machines too. Calling it a “dual human and automated” system, the company unveiled a new monitoring system enabling advertisers, agencies and trading desks to track and manage the quality of their programmatic audience impressions in real-time.