OpenX (company)
Encyclopedia
OpenX, a Pasadena, California based company, also offers hosted and proprietary versions of the OpenX software. The company, founded in 2007, has raised over $50 million from venture capitalists in four rounds.
The company offers OpenX Marketplace, an ad exchange
launched in April 2009, and OpenX Ad Server, which takes 20% of ad revenue in exchange for providing a hosted advertising platform. In November 2009, OpenX served 300 billion ad impressions per month.
The company was formerly known as Openads and was founded in the United Kingdom
. Former AOL CEO Jonathan Miller
is the Chairman, and Tim Cadogan from Yahoo is the CEO.
In November 2009, the company announced a multi-year partnership with Microsoft
, which began as a trial in August 2008. In March 2010, OpenX announced a deal with French telecom giant Orange for the launch of Orange Ad Market, described as a "money grab" for the nascent European ad exchange market by Forbes
. In February 2011, the company announced OpenX Enterprise also powers deals for Groupon
, has a partnership with Dentsu
, and serves ads for Huffington Post, Match.com
, Publicis
, WPP plc, and Scholastic Corporation.
The company's second round of venture capital
funding was led by Accel Partners
. In May 2009, OpenX raised $10 million in third-round funding from DAG Ventures
. In May 2011, OpenX announced a fourth round of funding, $20 million, led by SAP Ventures, as well as AOL Ventures, Mitsui & Co.
Global Investment, and Presidio Ventures, as well as previous investors.
OpenX competes with Microsoft's aQuantive
, Google's DoubleClick
/Ad Manager
, and Yahoo!'s Right Media
.
The company offers OpenX Marketplace, an ad exchange
Ad exchange
Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory...
launched in April 2009, and OpenX Ad Server, which takes 20% of ad revenue in exchange for providing a hosted advertising platform. In November 2009, OpenX served 300 billion ad impressions per month.
The company was formerly known as Openads and was founded in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
. Former AOL CEO Jonathan Miller
Jonathan Miller
Sir Jonathan Wolfe Miller CBE is a British theatre and opera director, author, physician, television presenter, humorist and sculptor. Trained as a physician in the late 1950s, he first came to prominence in the 1960s with his role in the comedy revue Beyond the Fringe with fellow writers and...
is the Chairman, and Tim Cadogan from Yahoo is the CEO.
In November 2009, the company announced a multi-year partnership with Microsoft
Microsoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
, which began as a trial in August 2008. In March 2010, OpenX announced a deal with French telecom giant Orange for the launch of Orange Ad Market, described as a "money grab" for the nascent European ad exchange market by Forbes
Forbes
Forbes is an American publishing and media company. Its flagship publication, the Forbes magazine, is published biweekly. Its primary competitors in the national business magazine category are Fortune, which is also published biweekly, and Business Week...
. In February 2011, the company announced OpenX Enterprise also powers deals for Groupon
Groupon
Groupon is a deal-of-the-day website that features discounted gift certificates usable at local or national companies. Groupon was launched in November 2008, the first market for Groupon was Chicago, followed soon thereafter by Boston, New York City, and Toronto...
, has a partnership with Dentsu
Dentsu
is one of the largest advertising agencies in the world. Its headquarters are located in the Dentsu Building in the Shiodome district of Minato, Tokyo....
, and serves ads for Huffington Post, Match.com
Match.com
Match.com is an online dating company which reportedly has more than 20 million members, made up of a 49/51 male/female ratio, and Web sites serving 25 countries in more than 8 different languages. Its headquarters are in Dallas, Texas and the company also has offices in West Hollywood, Tokyo, Rio,...
, Publicis
Publicis
Publicis Groupe is a French multinational advertising and communications company, headquartered in Paris, France. It is one of the world's three largest advertising holding companies . Its current president is Maurice Lévy. Publicis Groupe S.A...
, WPP plc, and Scholastic Corporation.
The company's second round of venture capital
Venture capital
Venture capital is financial capital provided to early-stage, high-potential, high risk, growth startup companies. The venture capital fund makes money by owning equity in the companies it invests in, which usually have a novel technology or business model in high technology industries, such as...
funding was led by Accel Partners
Accel Partners
Accel Partners is a global venture and growth equity firm funding companies from inception through the growth stage.The firm is based in Palo Alto, California with major offices in Bangalore, Beijing, London, and Shanghai....
. In May 2009, OpenX raised $10 million in third-round funding from DAG Ventures
DAG Ventures
DAG Ventures is an American venture capital firm based in Palo Alto, California. It is known as a "coattail" fund for co-investing in later-stage private financing rounds alongside more prominent top-tier venture funds such as Kleiner Perkins, Sequoia Capital, Benchmark Capital, and Accel Venture...
. In May 2011, OpenX announced a fourth round of funding, $20 million, led by SAP Ventures, as well as AOL Ventures, Mitsui & Co.
Mitsui & Co.
Mitsui & Co., also known as Mitsui Bussan, is one of the largest sogo shosha in Japan, and also part of the Mitsui Group. Its business area covers energy, machinery, chemicals, food, textile, logistics, finance, and more.- History :...
Global Investment, and Presidio Ventures, as well as previous investors.
OpenX competes with Microsoft's aQuantive
AQuantive
aQuantive, Inc. was the parent company of a group of three digital marketing service and technology companies: Avenue A/Razorfish, Atlas Solutions, and DRIVE Performance Solutions....
, Google's DoubleClick
DoubleClick
DoubleClick is a subsidiary of Google that develops and provides Internet ad serving services. Its clients include agencies, marketers and publishers who serve customers like Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Inc., Apple Inc., Visa USA, Nike, Carlsberg among others...
/Ad Manager
Ad manager
DoubleClick for Publishers by Google is an advertisement software as a service application run by Google. It can be used as an ad server but it also provides a variety of useful features for managing the sales process of online ads using a publishers dedicated sales team...
, and Yahoo!'s Right Media
Right Media
Right Media, Inc. is an online advertising company that operates the Right Media Exchange , a marketplace that enables advertisers, publishers, and ad networks to trade digital media. Technology providers develop services for the Exchange via APIs....
.