Welcome!

News Feed Item

OpenX Launches Native O|X – Largest Mobile-First Native Ad Exchange

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:

  1. Create native formats, including rich media and video native ads that deliver a seamless user experience
  2. Sell them at programmatic scale to pre-screened, premium buyers
  3. Exercise a high level of control, including the ability to approve any demand sources, filter and review specific ads
  4. 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:

  1. Ability to use scalable programmatic technology to buy more relevant and high performing ad units in a highly efficient manner
  2. Access high quality, largely in-app inventory that has not previously been available programmatically or on mobile
  3. 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.

About OpenX

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

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
In most cases, it is convenient to have some human interaction with a web (micro-)service, no matter how small it is. A traditional approach would be to create an HTTP interface, where user requests will be dispatched and HTML/CSS pages must be served. This approach is indeed very traditional for a web site, but not really convenient for a web service, which is not intended to be good looking, 24x7 up and running and UX-optimized. Instead, talking to a web service in a chat-bot mode would be muc...
It's easy to assume that your app will run on a fast and reliable network. The reality for your app's users, though, is often a slow, unreliable network with spotty coverage. What happens when the network doesn't work, or when the device is in airplane mode? You get unhappy, frustrated users. An offline-first app is an app that works, without error, when there is no network connection.
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes ho...
SYS-CON Events announced today that AppNeta, the leader in performance insight for business-critical web applications, will exhibit and present at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. AppNeta is the only application performance monitoring (APM) company to provide solutions for all applications – applications you develop internally, business-critical SaaS applications you use and the networks that deli...
Fortunately, meaningful and tangible business cases for IoT are plentiful in a broad array of industries and vertical markets. These range from simple warranty cost reduction for capital intensive assets, to minimizing downtime for vital business tools, to creating feedback loops improving product design, to improving and enhancing enterprise customer experiences. All of these business cases, which will be briefly explored in this session, hinge on cost effectively extracting relevant data from ...
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies adopt disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevO...
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Avere delivers a more modern architectural approach to storage that doesn’t require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbuilding of data centers ...
As someone who has been dedicated to automation and Application Release Automation (ARA) technology for almost six years now, one of the most common questions I get asked regards Platform-as-a-Service (PaaS). Specifically, people want to know whether release automation is still needed when a PaaS is in place, and why. Isn't that what a PaaS provides? A solution to the deployment and runtime challenges of an application? Why would anyone using a PaaS then need an automation engine with workflow ...
Recognizing the need to identify and validate information security professionals’ competency in securing cloud services, the two leading membership organizations focused on cloud and information security, the Cloud Security Alliance (CSA) and (ISC)^2, joined together to develop an international cloud security credential that reflects the most current and comprehensive best practices for securing and optimizing cloud computing environments.
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts...
As enterprises work to take advantage of Big Data technologies, they frequently become distracted by product-level decisions. In most new Big Data builds this approach is completely counter-productive: it presupposes tools that may not be a fit for development teams, forces IT to take on the burden of evaluating and maintaining unfamiliar technology, and represents a major up-front expense. In his session at @BigDataExpo at @ThingsExpo, Andrew Warfield, CTO and Co-Founder of Coho Data, will dis...
SYS-CON Events announced today that iDevices®, the preeminent brand in the connected home industry, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. iDevices, the preeminent brand in the connected home industry, has a growing line of HomeKit-enabled products available at the largest retailers worldwide. Through the “Designed with iDevices” co-development program and its custom-built IoT Cloud Infrastruc...