'Net Features : ad serving

OpenX Wants to Maximize Your Yield

Administrator — Tue, 08 Feb 2011 18:07:00 GMT

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.

Ad Serving Based On Audience Quality

Pete Prestipino — Tue, 20 Apr 2010 14:22:00 GMT

Traffic quality and online advertising verification service Click Forensics will announce some interesting new functionality in its platform today at Ad:Tech in San Francisco. The upgraded platform will enable ad networks and content publishers to make real-time ad serving decisions based on the quality of a search query or impression.

The new Search Quality Score feature instantly scores each search query based on its quality and likelihood to convert so that real-time ad serving decisions can be made. Ad networks and publishers can use visitor quality in determining which search feed to query – dictating the results that should appear and the ads to be displayed. This helps clients to better monetize traffic, increase Click Through Rates (CTRs), improve feed management, and maximize profits.

“The quality of an ad impression can vary greatly and change over time,” said Paul Pellman, CEO of Click Forensics. “If ad networks and publishers are to be successful in maximizing profits, they need to be able to make instant decisions based on impression quality, even for CPC ads. Our new offering is designed to do just that, while improving relationships with downstream partners.”