AdBrite Launches Open Targeting Exchange (OTX), Creating Competitive Marketplace for Ad Targeting Technologies
Posted on April 10, 2008
Filed Under Internet, eCommerce
SAN FRANCISCO, April 10 /PRNewswire/ — AdBrite, The Internet’s Ad
Marketplace, today announced the launch of Open Targeting Exchange (OTX),
an open and competitive marketplace for ad targeting technologies.
AdBrite’s OTX system delivers superior yield and advertiser effectiveness
by leveraging multiple targeting methods and algorithms, and allowing them
to compete for the right to match advertisements to publisher web pages.
“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.”
OTX is an integrated element of AdBrite’s network, so publishers and
advertisers automatically benefit from competition among targeting
providers. Each time a page is viewed on an AdBrite publisher’s site, OTX
scans multiple eligible targeting algorithms to determine the most relevant
and valuable advertisement for the given site, user, and geography.
“AdBrite’s Open Targeting Exchange fills a significant void in the
industry. Most large ad networks have reach but weak targeting technology,
while most technology providers have great targeting but lack reach,” said
Ajay Sravanapudi, CEO of Lucid Media (formerly Entrieva). “AdBrite’s OTX
exposes over 50,000 sites to leading-edge targeting technology, and allows
targeting vendors to profit from doing what they do best. We’re pleased to
be an OTX launch partner.”
OTX empowers providers of targeting technologies to build businesses on
their technologies without acquiring and managing their own base of
publishers and advertisers. Technology partners determine optimal matches
among publisher zones and advertisements in the AdBrite system via a
real-time API. Targeting providers can set their own pricing and margins by
adjusting their bids, allowing strong vendors to profit while focusing on
their core strengths.
“The market is moving so quickly that it’s hard to believe what worked
yesterday will still work well tomorrow,” continued Fanlo. “With OTX,
AdBrite makes the single-algorithm model obsolete and creates a new,
competitive marketplace for targeting technologies. I say, may the best
algorithm win!”
OTX launches with two initial partners, Lucid Media (formerly Entrieva)
and Personifi, who provide contextual matching algorithms for text ads.
AdBrite is currently reviewing applications from over a dozen
additional partners, and will be expanding the program to graphical ads and
other formats in the coming months. By the end of the year, AdBrite expects
to have dozens of technology algorithms competing to generate the most
effective results for AdBrite publishers and advertisers.
Interested partners can learn more at http://www.adbrite.com/otx, and
apply via email at otxpartner@adbrite.com.
About AdBrite
AdBrite is the Internet’s Ad Marketplace. The company makes it easy to
buy and sell advertising online, giving advertisers and publishers more
transparency and control than any other ad network. With banner and text
ads, as well as innovative formats like BritePic, InVideo and Full Page Ad,
AdBrite has created a simple and more effective advertising marketplace for
advertisers and publishers of all sizes. In January 2008, AdBrite ads
reached 85 million unique users in the U.S. (comScore).
AdBrite was founded by Philip Kaplan and Gidon Wise in 2002 and is
headquartered in San Francisco, California. AdBrite is backed by venture
capital firms Sequoia Capital, DAG Ventures, and Mitsui Ventures. For more
information, visit http://www.adbrite.com.
Media Contact:
Paul Levine
650-740-4735
plevine@adbrite.com
SOURCE AdBrite
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