OpenX is a leader in the ad tech industry, and has officially announced that they are launching a new ad exchange. The new exchange, called Native O|X, provides marketers with a combination of some of the most innovative and popular tools and services in the industry today. Things like mobile-first advertising, real-time bidding and native advertising are all available in this new platform.
Native O|X allows high quality media and video to be used for mobile advertising, which is meant to improve the overall experience that mobile browsers will enjoy. This network is avoiding the traditional banner ads, which have been shown to be increasingly ineffective on mobile devices, in favor of more ads that fit better contextually within the mobile page.
Rob Kramer, the general manager of mobile for OpenX said, “The 320×50 banners that are cemented in mobile sites and apps are not that effective…What publishers are telling us is that those units just don’t perform well.”
OpenX has long offered advertising solutions for desktop and laptop based internet users, however, this move is now taking them further into the rapidly growing mobile market. They did have a private mobile ad exchange, which launched in 2012, but it was not as significant as their desktop ad network. Native O|X will, they hope, make them competitive in this profitable market.
You can read more about the Native O|X platform HERE.
