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.
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.
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.
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.
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.
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.
Ad exchange OpenX and the mobile ad network Airpush launched a mobile private exchange AirX on Monday. AirX combines OpenX’s real-time bidding (RTB) exchange with Airpush’s ad network.
OpenX Technologies, Inc. today announced the appointment of industry veteran Cameran Harman to the role of managing director, Europe, Middle East and Africa (EMEA).
Harman brings nearly 20 years of experience in the online advertising industry and will lead the company’s EMEA operations, with a focus on strategic partnerships, marketing, sales and general operations throughout the region, and will be responsible for accelerating the adoption of OpenX’s ad serving, ad exchange and yield optimization platform.
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.