January 24, 2019, Los Angeles, CA<\/strong> \u2013 OpenX today announced a first of its kind collaboration that will bring the entire OpenX exchange into the cloud with Google Cloud Platform (GCP). Through this deployment, OpenX will become the first ever major exchange to move all on-premises workloads fully into the cloud and become truly serverless. Work on integrating the five year technology collaboration began in 2018 with the companies expecting to complete the full transition to the cloud by the end of Q2, 2019. <\/p>\n\n\n\n This collaboration represents an evolutionary leap forward in how advertising exchanges operate today. Every other scaled exchange utilizes physical server locations around the world to power their businesses. These legacy systems hinder scalability as they must be close to the markets they power, hamper speed and inhibit rapid innovation due to the incredible maintenance costs and capital expenditures that must be diverted to sustain their lifecycle. By joining DBM in utilizing GCP to power its global exchange, OpenX will deliver faster innovations into the market and far greater efficiency for both buyers and sellers. Specific benefits include:<\/p>\n\n\n\n \u201cMarketing has evolved significantly over recent years, and the old way of operating is no longer sustainable,\u201d said Tim Cadogan, CEO of OpenX. \u201cAs we look at the programmatic market today, we see a sector that has experienced massive growth and adoption, but at the same time has stalled in its ability to deliver real innovation for marketers and publishers. We believe it is time to take a completely fresh look at the market and place a major bet on building the infrastructure necessary to drive the next wave of innovation. This investment and our work with Google will provide OpenX the flexibility to surge into new markets, adapt our business and billing models, expand our product suite to address the opportunity of people based marketing and provide our partners the exceptional quality and support they have come to expect.\u201d<\/p>\n\n\n\n \u201cBoth OpenX and Google Cloud are dedicated to helping customers achieve their goals with cutting-edge technology,\u201d says Chris Klayko, Managing Director, Americas, Google Cloud. \u201cThis collaboration will allow for continued innovation leveraging both OpenX\u2019s Exchange Platform and Google Cloud\u2019s commitment to performance, collaboration, and big data optimization at scale.\u201d<\/p>\n\n\n\n Prior to 2019, almost one quarter of the OpenX tech workforce was dedicated to maintaining legacy infrastructure. The transition to Google Cloud Platform will free resources to focus on new growth areas for the company, such as people based marketing, video and CTV. These fast growth areas have seen strong early results, with video now making up more than 1 in 10 dollars on the OpenX exchange.<\/p>\n","protected":false},"author":2,"featured_media":0,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[],"acf":[],"yoast_head":"\n