|By Business Wire||
|February 26, 2014 12:00 AM EST||
OpenX Technologies, Inc. (OpenX), a global leader in digital and mobile advertising technology, today announced the launch of Native O|X, the first global, Real-Time Bidding (RTB) exchange specifically for mobile-first native ads. The exchange enables all app developers and publishers to apply the full power and scale of programmatic buying to the increasingly popular native in-stream ad formats. Launch partners for the new exchange include publishers IconApps and Tagged, demand partners RUN and mediasmart, and mobile display ad creation, serving and analytics platform provider Celtra. The new exchange is available immediately to qualified buyers and sellers. The announcement was made at Mobile World Congress in Barcelona, Spain.
Native O|X offers premium brands the ability to bid on in-stream ad units within an exclusive private environment. The inventory is premium, largely in-app and the audiences are highly engaged. The new exchange offers application developers and publishers access to more than 300 pre-screened, multiscreen demand partners that will have access to the available inventory.
For both premium advertisers and publishers, Native O|X offers a new level of engagement. Native O|X provides four key benefits to publishers:
- Create native formats, including rich media and video native ads that deliver a seamless user experience
- Sell them at programmatic scale to pre-screened, premium buyers
- Exercise a high level of control, including the ability to approve any demand sources, filter and review specific ads
- Generate significantly better monetization by harnessing the full power of one of the world’s largest programmatic exchanges
For buyers, Native O|X offers three key benefits:
- Ability to use scalable programmatic technology to buy more relevant and high performing ad units in a highly efficient manner
- Access high quality, largely in-app inventory that has not previously been available programmatically or on mobile
- Access to rich targeting, including GPS-derived location data as well as a rich array of demographic and contextual insight
"As a top featured lifestyle app in the App Store, it’s critical to us to integrate advertising in a seamless way into the user experience of our app,” added Al Eisaian, founder and chief executive officer, IconApps. “OpenX worked with us closely to iterate and design an ad experience that works as both a premium user experience as well as a high yield ad unit. We’re thrilled with the results to date and are looking forward to launching more formats soon.”
"We chose OpenX for native advertising because of both their unique ability to collaborate and support us on determining an ad product that works within our native apps and to drive high yield through the new native exchange," said Bjorn Laurin, vice president, product, Tagged. “In addition, OpenX has integrated install tracking enabling us to drive more active usage and downloads of our apps using cross promotion native ads.”
"We are proud to be part of the Native O|X launch, further enabling us to continue to provide our customers with the most innovative, scalable, and unique ad formats available across all connected devices,” said Dan Schwartz, co-founder and chief operating officer, RUN. “The combined power of native ad formats, rich mobile data, and programmatic execution continues to be a key differentiator for us as we work closely with OpenX to reach premium inventory efficiently on behalf of our demand partners."
"We are extremely excited to partner with OpenX on this initiative, which fits very naturally with mediasmart's mission to make mobile media buying as effective as possible for our clients,” says Noelia Amoedo, chief executive officer, mediasmart. "We believe in the potential of native ads to bring us much further along the path of maximizing engagement, and it is so refreshing to see OpenX innovating and making it possible."
"With its unique approach of programmatically enabling rich media and video native ads at scale, Native O|X is an exciting new exchange for the mobile ad industry and we are pleased to be a launch partner," said Grant Stratemeyer, senior vice president, business development, Celtra. “In particular, the exchange provides an excellent opportunity for both publishers and Demand Side Platforms to leverage Celtra's self-service AdCreator platform with its benefit of creating a multitude of powerful native ad formats that can run programmatically across dozens of publishers.”
“A fundamental shift is underway in advertising: native advertising is proving to be incredibly valuable to publishers and advertisers,” explains Rob Kramer, general manager, mobile, OpenX. “However, native ads are difficult to implement at scale and are often beyond the resources of most publishers to implement. With the launch of Native O|X, we’re bringing programmatic scale to native advertising in mobile. Specifically, Native O|X is the integration of a highly customizable, high yield ad unit that ensures a great consumer experience with a great advertiser experience that can now be distributed across the mobile landscape at scale. We were the first to introduce RTB to the exchange format and we’re once again taking the lead by offering the industry’s first flexible native platform for buyers and sellers of multiscreen inventory.”
The new native exchange is the latest step in OpenX’s mobile expansion and evolution. The company launched the first private mobile ad exchange in 2012 and earlier this month added Airpush as its latest partner with the launch of the AirX private exchange. OpenX’s mobile offerings include mobile monetization, a mediation layer with multiple ad networks, a comprehensive in-app SDK and multiscreen ad serving.
OpenX is a global leader in digital and mobile advertising technology. OpenX’s vision is to unleash the full economic potential of digital media companies. OpenX solutions provide unique Software as a Service platform by combining ad serving, an ad exchange, which includes Supply Side Platform technology, and content valuation.
OpenX Technologies, Inc., a wholly owned subsidiary of OpenX Software Ltd., is based in Los Angeles and is backed by leading investors including Accel Partners, Index Ventures, SAP Ventures, and Samsung Venture Investment Corporation.
For more information, please visit www.openx.com
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 10, 2016 11:15 PM EST Reads: 1,217
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
Dec. 10, 2016 10:15 PM EST Reads: 2,072
"Once customers get a year into their IoT deployments, they start to realize that they may have been shortsighted in the ways they built out their deployment and the key thing I see a lot of people looking at is - how can I take equipment data, pull it back in an IoT solution and show it in a dashboard," stated Dave McCarthy, Director of Products at Bsquare Corporation, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 10, 2016 09:15 PM EST Reads: 1,354
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, discussed why and how ReadyTalk diverted from healthy revenue and mor...
Dec. 10, 2016 07:30 PM EST Reads: 1,819
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
Dec. 10, 2016 07:00 PM EST Reads: 4,155
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
Dec. 10, 2016 06:45 PM EST Reads: 1,105
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
Dec. 10, 2016 06:30 PM EST Reads: 1,972
The Internet of Things (IoT) promises to simplify and streamline our lives by automating routine tasks that distract us from our goals. This promise is based on the ubiquitous deployment of smart, connected devices that link everything from industrial control systems to automobiles to refrigerators. Unfortunately, comparatively few of the devices currently deployed have been developed with an eye toward security, and as the DDoS attacks of late October 2016 have demonstrated, this oversight can ...
Dec. 10, 2016 06:30 PM EST Reads: 1,550
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2017 New York. The 20th Cloud Expo and 7th @ThingsExpo will take place on June 6-8, 2017, at the Javits Center in New York City, NY. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Internet to enable us all to im...
Dec. 10, 2016 06:30 PM EST Reads: 1,034
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
Dec. 10, 2016 06:15 PM EST Reads: 1,096
"ReadyTalk is an audio and web video conferencing provider. We've really come to embrace WebRTC as the platform for our future of technology," explained Dan Cunningham, CTO of ReadyTalk, in this SYS-CON.tv interview at WebRTC Summit at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Dec. 10, 2016 05:30 PM EST Reads: 1,012
Financial Technology has become a topic of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 20th Cloud Expo at the Javits Center in New York, June 6-8, 2017, will find fresh new content in a new track called FinTech.
Dec. 10, 2016 05:15 PM EST Reads: 2,384
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
Dec. 10, 2016 05:15 PM EST Reads: 1,426
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
Dec. 10, 2016 04:30 PM EST Reads: 1,842
As data explodes in quantity, importance and from new sources, the need for managing and protecting data residing across physical, virtual, and cloud environments grow with it. Managing data includes protecting it, indexing and classifying it for true, long-term management, compliance and E-Discovery. Commvault can ensure this with a single pane of glass solution – whether in a private cloud, a Service Provider delivered public cloud or a hybrid cloud environment – across the heterogeneous enter...
Dec. 10, 2016 04:30 PM EST Reads: 1,931