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AdBrite launches Open Source Targeting

By Andrew Redfern @ 10th April 2008 4:24 pm

AdBrite today announced the launch of Open Targeting Exchange (OTX), an open and competitive marketplace for ad targeting technologies.

AdBrite’s OTX system delivers superior yield and advertiser effectiveness by leveraging multiple targeting methods and algorithms, and allowing them to compete for the right to match advertisements to publisher web pages.

“Today, each ad network is built on a single proprietary targeting algorithm,” said Ignacio Fanlo, CEO of AdBrite. “With the launch of OTX, we’ve opened our platform to create opportunities for, and foster competition among, multiple targeting technology providers. Publishers will benefit from improving revenue yield, and advertisers will generate better
results.”

OTX is an integrated element of AdBrite’s network, so publishers and advertisers automatically benefit from competition among targeting providers. Each time a page is viewed on an AdBrite publisher’s site, OTX scans multiple eligible targeting algorithms to determine the most relevant and valuable advertisement for the given site, user, and geography.

“AdBrite’s Open Targeting Exchange fills a significant void in the industry. Most large ad networks have reach but weak targeting technology, while most technology providers have great targeting but lack reach,” said Ajay Sravanapudi, CEO of Lucid Media (formerly Entrieva). “AdBrite’s OTX exposes over 50,000 sites to leading-edge targeting technology, and allows
targeting vendors to profit from doing what they do best. We’re pleased to be an OTX launch partner.”

OTX empowers providers of targeting technologies to build businesses on their technologies without acquiring and managing their own base of publishers and advertisers. Technology partners determine optimal matches among publisher zones and advertisements in the AdBrite system via a real-time API. Targeting providers can set their own pricing and margins by
adjusting their bids, allowing strong vendors to profit while focusing on their core strengths.

“The market is moving so quickly that it’s hard to believe what worked yesterday will still work well tomorrow,” continued Fanlo. “With OTX, AdBrite makes the single-algorithm model obsolete and creates a new, competitive marketplace for targeting technologies. I say, may the best algorithm win!”

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