March 15, 2017
OpenX Launches Ad Footprint to Simplify Page Performance for Publishers
Browser extension empowers publishers to optimize pages and improve user experience
LOS ANGELES and NEW YORK – March 15, 2017 – OpenX, a global leader in creating programmatic advertising marketplaces that drive superior monetization, today announced the launch of Ad Footprint, a free tool that empowers publishers to fully optimize their desktop and mobile pages using detailed insights on the speed and performance of each page. Built by OpenX Labs, the Chrome extension is the only tool available to publishers that offers a complete view of how the advertising on their page affects performance and user experience.
“At OpenX we recognize that a publisher’s success relies on their ability to expertly balance user experience and business objectives,” said Caleb Sotelo, staff engineer and director of OpenX Labs. “The tools publishers rely on today only provide insight into one variable of speed rather than approaching page performance as a multi-variable equation, which is why we built Ad Footprint.”
The insights and recommendations from Ad Footprint empower publishers to enhance user experience on their site, improve page speed and increase overall revenue. After completing a full scan of the page requests on a given desktop or mobile web page, Ad Footprint returns an in-depth analysis on performance that includes:
- Comprehensive page analysis – Evaluate the page load process and view clear visualizations of what each ad tech partners is doing at what time and how long it’s taking.
- Speed comparison – Rank the performance of a page against hundreds of other websites.
- Actionable advice – Discover customized recommendations for optimizing user experience and balancing monetization.
“Ad tech is complex and dynamic, getting it right requires not only world class software but also a deep investment in research and development to solve for the recurring problems publishers face in our industry,” continued Sotelo. “Publishers deserve tools that are self-serve, adaptable, and transparent, and OpenX is building them.”
Ad Footprint presents the results through a user-friendly interface that can be utilized by both business and technology/development teams. More than a dozen premium publishers, including CafeMedia and Intermarkets, tested and assisted with the development of Ad Footprint. Since its release, several more publishers have expressed excitement about using the tool, including Vice Media and Vox Media.
“Ad Footprint is an incredibly useful asset that will simplify the process of identifying problematic elements of our page to optimize and improve page performance as well as monetization,” said Stephanie Snow, VP of ad operations at Intermarkets. “We value the in depth level of insight that Ad Footprint gives us in a way that’s easy to use and understand.”
“In addition to the measures taken on our own, we look to our partners for guidance in striking the optimal balance between maximizing revenue and monetization and delivering the best user experience,” said Amanda Bernstein, director of programmatic at Vice Media. “We appreciate partners like OpenX who introduce innovative tools, like Ad Footprint, that help us reach our goals, repeatedly exceeding the expectations we have for technology partners.”
OpenX Ad Footprint is now available as a free download in the Chrome Web Store, at this link here.
OpenX is focused on unleashing the full economic potential of digital media companies. We do this by making digital advertising markets and technologies that are designed to deliver optimal value to publishers and advertisers on every ad served across all screens.
At OpenX, we have built a team that is uniquely experienced in designing and operating high-scale ad marketplaces, and we are constantly on the lookout for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.