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YP Embraces Programmatic, Taps OpenX To Sell Display Inventory

Local ad platform YP has beefed up its digital ad offering by “investing heavily in programmatic” through a new partnership with OpenX.

The companies have struck a multi-year agreement that will give YP access to OpenX’s supply-side platform (SSP), OpenX ad exchange, and OpenX’s ad server. The partnership is effective immediately.

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YP, OpenX Join Forces In Programmatic Deal

The local search and advertising company YP has partnered with ad exchange OpenX, the companies said Tuesday.

Under the agreement, OpenX allows advertisers to bid programmatically on mobile and Web display inventory on YP’s ad network. YP claims to have more than 300 publishers on its Local Ad Network, including AOL, Yahoo and Pandora.

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OpenX Partners With YP Brand

Pasadena ad exchange firm OpenX has partnered with YP Intellectual Properties, operator of the Yellow Pages brand, to bring programmatic display advertising to the localized online and mobile directory service.

The multiyear agreement allows New York’s YP to extend the audience and reach of its targeted display ads by using the real-time bidding platform offered by OpenX, which will connect all of YP’s search platforms with national advertisers. YP said more than 70 million visitors use its search tools each month in the U.S.

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OpenX launches the first global exchange for real-time bidding on native mobile advertising

Ad tech leader OpenX today announced Native O|X, a new ad exchange with an unprecedented combination of several of the most popular trends in the industry: mobile-first, real-time bidding and native advertising.

While the new offering might sound like a pile of buzzwords to those outside the advertising space, Native O|X represents a natural next step for OpenX and the industry. The firm helped pioneer the rise of real-time bidding and programmatic advertising, which relies on software algorithms to automate the buying and selling of ad inventory.

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OpenX Debuts Native Mobile Ad Exchange

Ad exchange OpenX on Wednesday continued its mobile expansion, launching of a private exchange geared specifically to native mobile ads. The real-time bidding (RTB) exchange will allow developers and publishers to sell in-stream mobile ad units in applications to a select set of pre-screened buyers.

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OpenX launches its mobile-first native ad exchange

OpenX Technologies is launching a mobile-focused native ad exchange today that it says will help app and game developers and publishers make a lot more money.

In an event at the Mobile World Congress show in Barcelona, mobile monetization firm OpenX is unveiling Native O|X. The exchange uses a number of buzz words that are popular with major mobile advertising efforts these days: real-time bidding, programmatic buying, and native ads.

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The Morning Ledger: Fed Talk Touches on Rate Rises

OpenX Technologies, a digital advertising company based in Los Angeles, hired Tom Fuelling as its chief financial officer. He succeeds Rick Gombos, who has left the company for another opportunity, according to a spokesman. Mr. Fuelling was most recently CFO of online video service Hulu.

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Ad Company OpenX Hires LongTime Hulu Exec Tom Fuelling As CFO

Online and mobile advertising company OpenX is announcing the appointment of Tom Fuelling as its new chief financial officer.

Fuelling (pictured) previously served as CFO at Hulu for six years, starting in 2007. The streaming video site announced last fall that Fuelling was departing and would be replaced by Disney’s Elaine Paul, following the appointment of new CEO Mike Hopkins.

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Programmatic Sophistication: OpenX’s Cadogan Explains Rapidly Evolving RTB Landscape

Global search leader and now premium RTB guru Tim Cadogan, CEO of OpenX, has been involved in RTB since its beginning, and has seen the industry grow into a multibillion-dollar industry very quickly. “RTB has grown as fast, if not faster, than the paid search industry – the current juggernaut of digital marketing – in its first few years,” says Cadogan.

However, there’s more – much more – to come! Cadogan says the programmatic space is only just finishing its first phase, which lasted five years, and its second phase should be be another multiyear growth cycle, full of “what I call ‘programmatic sophistication.’ This phase will be even more exciting,” he asserts.

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