The New OpenX Ad Market

OpenX the large neutral online ad server for website publishers, recently announced OpenX Market, an independent marketplace which allows publishers the ability to directly connect with advertisers in order to sell their ad inventory. Similarly, the service also helps advertisers (either directly or through ad agencies) access targeted ad inventory.

Publishers using the system can define minimum prices for their ad impressions and the OpenX Market then runs a real-time auction among advertisers for each impression. If the winning bid from the auction is higher than the publisher-set minimum price, the higher paying ad is served and the publisher makes more money. If the winning bid is less, the publisher’s original ad runs.

Advertisers have access to OpenX’s large pool of over 150,000 publisher websites and OpenX publishers as well as non-OpenX publishers are invited to participate in the market. Advertisers can also set targeting parameters on ad space, including user frequency, contextual categories, and technical/browser settings. Also, version 2.8 of the OpenX Ad Server directly integrates with OpenX Market letting publishers running the ad server easily participate in the Market via a plugin.

Check out addition information on OpenX at TechCrunch.

• “most ad networks get started because a top salesguy splinters off from an already effective network…” (rafer.tumblr.com)