OpenX Market Opens For Business As An Alternative Online Advertising Marketplace

OpenX, the largest neutral online ad server for website publishers, is finally ready to take the wraps of OpenX Market, a service that has been in the pipeline for quite some time and was anticipated to make some waves in the digital advertising industry. I have my doubts about its disruptiveness, but website owners and publishers already using OpenX (we use it at TechCrunch) or planning to switch soon are sure going to want to take a closer look at the service, which is being launched in beta today. In essence, OpenX Market is an independent marketplace where publishers can connect to advertisers directly to sell their ad inventory, while advertisers (either directly or via agencies) can access targeted inventory. Publishers define a minimum “floor” price for their ad impressions. OpenX Market then runs a real-time auction for each impression, with advertisers doing the bidding. 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.