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.
PayPal Drops $4B On Honey, A Browser Extension Rich In Shopper Data 3 Auctions Rule Digital Advertising. Here’s A Guide To Navigating Them Adswerve Looks To Recreate DoubleClick Services Strategy With Google Vets 3 Ways Influencer Marketing Will Change If Instagram Removes Public Likes Amazon Opens AWS Data Exchange – And New Opportunities For Data Sellers Industry Shrugs As Google Announces Plans To Restrict Contextual Data MathCapital-Backed Tech Startup Octane11 Eyes Programmatic B2B Nestlé Launches Internal Programmatic Unit To Scour Digital Media Deals 4 Ways TikTok’s Ad Products Benefited From Competitors’ Mistakes»
Add a comment