OpenX’s Cadogan Pushes Pedal On Video Growth

COLOGNE — It is the world’s largest independent advertising exchange, but a relatie newcomer to the video world. Now OpenX is seeing big growth in moving images. “We started really about a year and a half ago,” says OpenX CEO Tim Cadogan in this video interview with Beet.TV. “We went out to probably 10% of revenue. […]

 
 

OpenX’s Leichman Predicts ‘Massive Consolidation’ In Ad-Tech

For at least as long as there has been a Lumascape, consolidation has been the check and balance on ad-tech proliferation. But could we be about to enter another wave of merger and acquisition? One platform exec thinks so. In this video interview with Beet.TV, OpenX’s senior director of buyer development says the new practice […]

 
 

To OpenX, Take Digital Quality Standards ‘And Run With Them’ Is The Path Success

SAN FRANCISCO – Investing in quality seems to be paying off huge for OpenX, the world’s largest independent advertising exchange. It just capped its 10th straight year of revenue growth, fourth consecutive year of profitability and its nascent video business saw 5,000% revenue growth in 2017. To CEO Tim Cadogan, the industry as a whole […]

 
 

Beet.TV Politics Summit Panel Weighs Benefits Of Data Targeting, Reality Of Spending

WASHINGTON, D.C.-Political candidates aren’t the only humans capable of saying one thing and then doing another. While many a campaign’s media strategists talk a great game about harnessing digital ads and programmatic television to target voters with less waste, there’s a big disconnect from what they actually do. This sentiment was echoed by all three […]

 
 

TV Buyers Will Pay More For Programmatic Efficiency: TubeMogul’s Dybwad

WASHINGTON, D.C.-It’s common wisdom that the growth of programmatic television advertising has been constrained less by technology than by the difficulty in herding together all the players that own the inventory. But at a more basic level, human instinct is in play. There are a “lot of different actors on a lot of different levels,” […]

 
 

Ad Fraud Can Learn From Credit Card Fraud: OpenX’s Cadogan

It’s easy to forget now but, when credit cards first came on to the scene, they suffered a bad reputation, as poor security measures allowed nefarious clerks and larger-scale operators to clone and defraud accounts. Nowadays, however, credit card fraud is declining year on year. For ad industry types still wringing their hands at ad […]

 
 

OpenX Opens Up Header Bidding To Real-Time Guarantees

PALM SPRINGS — The latest piece of ad-tech lingo is “header bidding” – a kind of advance bidding on ad inventory where publishers offer ad spots to multiple sources of ad demand, hopefully increasing their yield. Ad-tech vendor OpenX is amongst the pioneers in the space. And now its recently-announced Real-Time Guaranteed (RTG) system is connecting […]

 
 

Header Bidding Rears Its Head With Yield And Cost: OpenX’s Saifee

PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee. So what is it? Digiday’s “WTF?” series explains: “Header bidding, also known as advance bidding […]

 
 

OpenX’s Real-Time Guarantees Offer Best Of Both Worlds

In the last couple of years, private ad trading marketplaces have given ad sellers the efficiencies offered by programmatic trading technology, but by ringfencing premium inventory off from open-market fodder. Now ad tech platform vendor OpenX is launching its take on the concept to offer a best-of-both approach of its own. Its “real-time guaranteed” technology (RTG) […]

 
 

OpenX Puts Ad Fraud Detection On Consumers’ Computers

There are several techniques for identifying what has become the scourge of the internet for advertisers – code that fires up web pages just to ensure ads are displayed for which a buyer must pay. Now online ad tech vendor OpenX is trying a twist on fraud detection, with a third-generation iteration to its so-called “Traffic Quality Platform”. […]