Ad technology provider (ad server) OpenX announced a new version of OpenX Enterprise, the company’s Software as a Service product for large publishers. What makes the new system unique is that its technology now combines the ad serving prowess OpenX is known for with real-time bidding on ad inventory.
OpenX is positioning the platform as one designed to let publishers efficiently manage a variety of digital revenue streams and optimize non-guaranteed and real-time bid based advertising demand through a single interface. "We're extremely excited to launch the brand new version of OpenX Enterprise because it really attacks some of the most fundamental challenges facing publishers today," said Tim Cadogan, chief executive officer, OpenX. "Specifically, we think it's vital for all of a publisher's ad revenue streams to compete in a way the publisher can understand and control in a consistent way."
The company also announced that several major digital businesses around the world are adopting OpenX Enterprise. These customers include Groupon in the United States, Orange-France Telecom Group in Europe and Excite Japan in Japan. The platform becomes available to all publishers today.