OpenX announced the next step in its strategy to try and "end around" the growing momentum of Google's DoubleClick Ad Exchange juggernaut as well as exchange giant Right Media Exchange. The company announced a partnership similar to its Orange Market deal with Dentsu and CCI (Dentsu's "media rep firm" subsidiary) to launch OpenX Market Japan. Key components of the deal are localized versions of the OpenX Exchange for its partners. And for OpenX, it gets a top 5 ad agency holding company and CCI to drive demand and supply through its exchange and address what OpenX identified in an interview as the 2nd largest advertising market. OpenX CRO Jason Fairchild told AdExchanger.com that he believes OpenX is in the midst of proving a viable, go-to-market strategy with Orange and now Dentsu. The company was careful not to characterize the partnerships as merely an opportunity to improve the quality of OpenX Exchange's biddable inventory and emphasized the overall growth potential spurred by these new mega-corporate relationships. Read the release. Also, read more coverage from ClickZ'z Adaline Lau and The Wall Street Journal.
Must Read
Criteo Is Ready To Test The Single Sign-On Software For Unified ID 2.0
Facebook Analytics Will Shut Down On June 30 – Here’s Why That Is (And Isn’t) A Big Deal
FLoC Origin Trials Kick Off In The United States And Other Regions
Fox Inventory Viewed Through Comcast Set-Top Boxes Is Now Programmatic And Addressable
Google Will Not Run FLoC Origin Tests In Europe Due To GDPR Concerns (At Least For Now)
Mobile Mania: Digital Turbine To Buy Fyber For $600M, IronSource To IPO Via SPAC, TikTok Drops $4B On A Game Studio
Innovation Labs: Google’s Chetna Bindra Gives The Lowdown On PPIDs, FLoCs And UID
Why A Unified ID Is Critical To The Open Internet, Journalism, And TV
Unified ID 2.0 Is Facing Roadblocks (And Not Just To Do With Google)
»
OpenX Exchange Targets Japan With Dentsu
Enjoying this content?
Sign up to be an AdExchanger Member today and get unlimited access to articles like this, plus proprietary data and research, conference discounts, on-demand access to event content, and more!
Add a comment