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May 06, 2015 1:09 AM ET


Company Overview of OpenX Technologies, Inc.

Company Overview

OpenX Technologies, Inc. provides digital and mobile advertising technology products and services to digital media companies. The company offers solutions for publishers, including OpenX Ad Server, a solution that optimizes advertising revenue channels across all screens and prioritizes guaranteed advertisements; OpenX Ad Exchange that drives publisher revenue through real time auctions; and OpenX SSP (supply-side platform), which fuses network and real-time buyers into a single auction. It also provides solutions for online advertising buyers, such as OpenX Ad Exchange; and managed services, including media strategy and planning, media buying, campaign management and optimization, and repor...

888 East Walnut Street

2nd Floor

Pasadena, CA 91101

United States

Founded in 1998





Key Executives for OpenX Technologies, Inc.

Chief Executive Officer and Director
Age: 43
Co-Founder and Chief Revenue Officer
Chief Financial Officer
Age: 52
Head of Worldwide Services
Compensation as of Fiscal Year 2014.

OpenX Technologies, Inc. Key Developments

OpenX Announces Next Generation Traffic Quality Monitoring Platform

OpenX announced the next generation of its proprietary Traffic Quality Platform, a significant advance in its ongoing campaign to eliminate fraud in programmatic advertising. OpenX’s new system enables an exchange to have the earliest possible look at publisher inventory and extends fraud detection techniques to the browser. The new features, uniquely leveraging OpenX’s direct tag integrations with publishers, build upon OpenX’s existing platform, which detects and blocks suspicious activity mainly through big-data analysis involving the gathering and evaluation of vast amounts of transaction data. The end result is a fully integrated platform that addresses all major risk factors for advertisers through a combination of rigorous human review and sophisticated automated systems. Traffic quality, which serves as an umbrella term for a host of related topics such as fraud, bots, URL masking and viewability, is a focal point for buyers and sellers in 2015. A lack of confidence in quality and security of ad exchanges can have significant revenue implications. Tellingly, a recent White Ops and ANA study found ads bought through programmatic channels were 55% more likely to be served to bots than display ads purchased through other channels. It is estimated that advertisers could lose more than six billion dollars globally to ad fraud in 2015. OpenX’s latest traffic quality innovations further enable the company to address these concerns by providing a cleaner, more secure and transparent marketplace.

OpenX Technologies Launches Enhancements to its Suite of Forecasting Tools

OpenX Technologies launched significant enhancements to its suite of forecasting tools, simplifying the workflow into three easy steps, plus adding new features for increased transparency and control when forecasting campaigns. The ability to easily and accurately forecast advertising inventory is critical to ensure the success of a campaign, but many ad ops professionals are not given the in-depth training required to successfully leverage the complex forecasting workflows in other ad serving platforms. OpenX’s forecasting system eliminates that problem by providing ad ops professionals with an easy and intuitive forecasting process built with a consumer grade user experience. OpenX’s forecasting system uses visual cues to confirm that each step has been completed successfully and provides context sensitive support throughout the interface. OpenX publisher partners will receive helpful guidance through the entire forecasting process, in addition to enjoying an unmatched level of customer service. In the simple three-step process, the user selects flight dates, chooses a buying model and applies targeting parameters. Once the forecast has run, the user can review not just the inventory availability but also the overall revenue impact of the forecasted campaign, providing a clear understanding of the potential trade-offs involved in accepting new business. Other new features of the OpenX forecasting system include the ability to create forecast templates and archive historical forecasts to reference at a later date, increasing efficiency and reducing time spent preparing predictions. The streamlined targeting workflow will reduce time spent by simplifying the process of selecting desired targeting parameters. Forecasting is fully integrated with the OpenX Ad Server, at no additional cost, for continuity between forecasts and execution of campaigns.

Major League Gaming Selects OpenX as its Unified Digital Advertising Platform

OpenX and Major League Gaming (MLG) announced OpenX as the exclusive provider of ad serving and monetization for MLG’s digital media advertising. MLG is one of the most recognized brands in e-Sports and one of the fastest growing digital networks worldwide. Each month MLG reaches 20 million highly engaged fans across the network through web, mobile, connected TVs, gaming consoles and social media channels, making it the definitive property for advertisers to reach young men. Under the terms of the exclusive agreement, MLG will leverage OpenX’s full stack platform to optimize its digital advertising inventory. OpenX’s integrated solution will manage MLG’s ad serving and programmatic monetization, which includes directly sold inventory, Real-Time-Bidding (RTB), and ad networks in one overarching auction.

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