OpenX Fuse Real-Time Bidding With New Platform

OpenX_Logo_R_2013OpenX has launched the next generation of its SSP (Supply Side Platform), fusing real-time bidding and ad network demand into a single auction platform.

The launch represents a move beyond the traditional model of RTB (Real-Time Bidding) being bolted on to existing SSPs, which OpenX says often results in fractured infrastructures and leads to decreases in publisher revenue.

The OpenX SSP has been specifically designed with RTB in mind, enabling it to combine different demand sources simultaneously and instantly evaluate all prices, selecting the highest bid from the full array of RTB and ad network buyers and therefore maximising yield.

“OpenXs mission has been consistent over the past six years: we exist to maximise advertising revenue for digital publishers,” said Tim Cadogan, chief executive officer of OpenX. “With the launch of the new OpenX SSP powered by Demand Fusion, we are thrilled to provide the next level of truly optimal yield management technology and thereby help more publishers grow their businesses.”

Customers already using the platform at its launch include Yellow Pages, The New York Observer and

Christy Tanner, senior vice president and general manager at said “Weve seen tremendous growth in audience and advertiser demand across platforms. Along with our world-class direct sales force, OpenXs new SSP platform will help us continue to maximise the value of our content – whether online or on mobile devices.”