Eight years after launching as an ad-tech platform for publishers, OpenX is growing its business at a tear. “Our net revenue (was) $140m in 2015, which is up 40% year-on-year,” OpenX CEO Tim Cadogan tells Beet.TV in this video interview.
Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee.
Today (26 January) OpenX unveils Real-Time Guaranteed, the first programmatic marketplace to transact guaranteed deals with programmatic technology. Tim Cadogan (pictured below), CEO, OpenX talks exclusively with ExchangeWire about how this new solution will deliver on the true promise of programmatic technology: real-time, guaranteed.
In the last couple of years, private ad trading marketplaces have given ad sellers the efficiencies offered by programmatic trading technology, but by ringfencing premium inventory off from open-market fodder.
Now ad tech platform vendor OpenX is launching its take on the concept to offer a best-of-both approach of its own.
OpenX unveiled a new product Tuesday, real-time guaranteed (RTG), with features that fall between private marketplaces and automated guaranteed. The aim is to solve drawbacks to each current buying method.
A new Real-Time Guaranteed marketplace promises to give publishers guaranteed revenue while delivering buyers access to audience targets on premium inventory.
Privately held OpenX has opened the kimono on its year-end 2015 financials — and those numbers, released Tuesday, paint a rosy picture. The independent sell-side platform revealed net revenue of $140 million, with 40% year-over-year organic growth, positive net income and 100% year-over-year mobile revenue growth. The company also said it added 250 publisher clients in 2015 and logged a 100% retention rate of its top 75 clients.
OpenX, an independent programmatic advertising marketplace that helps publishers grow their revenues through digital ads, published its 2015 results on Tuesday — results that could help peg the expectations of the ad tech sector a little higher.
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