AdBrite has launched the Open Targeting Exchange (OTX), a marketplace for advertising networks and publishers. When a page is viewed on a publishers site, OTX scans "multiple eligible targeting algorithms" to determine the most relevant and valuable ad for the site, its user and their geography.

"Today, each ad network is built on a single proprietary targeting algorithm," said Ignacio Fanlo, CEO of AdBrite. "With the launch of OTX, we've opened our platform to create opportunities for, and foster competition among, multiple targeting technology providers. Publishers will benefit from improving revenue yield, and advertisers will generate better results."

What is really unique about OTX is that it gives providers of targeting technologyes the ability to use the AdBrite technology without having to acquire and manage their own publishers and advertisers. OTX launches with two initial partners, Lucid Media (formerly Entrieva) and Personifi, who provide contextual matching algorithms for text ads.