May 15, 2013
OpenX Selected by Gartner for Cool Vendors in Media, 2013 Report
Recognition Cites OpenX’s Innovative Technology Solutions for Digital Media Companies as Key Rationale for Selection
LOS ANGELES, May 15, 2013 OpenX Technologies, Inc. (OpenX), a global leader in digital and mobile advertising technology, today announced that it has been selected for inclusion in the Cool Vendors in Media, 2013 research report published by Gartner, Inc. (NYSE: IT) (Gartner), the world’s leading information technology research and advisory company. Gartner publishes approximately 75 reports annually covering key technology areas; the Cool Vendors in Media, 2013 report specifically highlights vendors in media that provide both financial power to content owners and value and appeal to consumers. OpenX was selected as an innovative vendor based on its digital monetization platform that enables digital media companies to maximize revenue across multiple screens. In particular, the report cites Revenue Intelligence, OpenX’s new and unique combination of ad monetization and content optimization, as a key factor in the selection and as an innovation that clearly distinguishes the Company from others in the space.
Gartner analysts Andrew Frank, Allen Weiner and Mike McGuire note in the report’s introductory Key Findings section that, “[a]s the market for creating digital content matures, publishers… are searching for new revenue streams that can provide balance to existing advertising and subscription models. Advertisers have been attracted to real-time platforms and programmatic bidding methods because they offer granular control over precision targeting and pricing.” Through its global Real-Time Bidding platform that includes a digital ad exchange, yield optimization, and ad serving technology, OpenX was among the earliest proponents of programmatic trading and is now one of its leading providers.
In further detailing the rationale for OpenX’s inclusion beyond its programmatic trading expertise and the launch of Revenue Intelligence, Gartner recognized the Company’s key investors and global expansion. Over the past twelve months OpenX has achieved a number of major milestones on both of those fronts. In February 2013, OpenX closed its Series E funding round led by Samsung Venture Investment Corporation, which was joined as a new investor by Dentsu Inc. digital subsidiary cyber communications, inc. During 2012, OpenX acquired two companies with pioneering technology, Supply Side Platform LiftDNA and content valuation platform JumpTime. OpenX also moved aggressively into the mobile space by entering into partnership with Samsung Electronics to create Samsung AdHub Market, the first mobile private exchange formed by one of the world’s leading digital device manufacturers.
Among highlights from the report:
- “For publishers to survive and thrive…, they’ll need breakthroughs in their ability to optimize the value of content investments. That’s where OpenX’s patented value calculation algorithm comes in. By bridging the gap between content and advertising, publishers can assess and optimize their revenue picture – and their reader experience – at a unique level of precision.” 1
- “OpenX launches these new capabilities [Revenue Intelligence] from a position of strength, having leveraged its early success through strategic acquisitions, investor support and global expansion in partnerships with regional providers. Its revenue growth and broad base of customers position it to be an innovative force in the evolution of digital publishing monetization.” 2
“We are delighted to receive this very prestigious recognition from Gartner,” said Tim Cadogan, chief executive officer, OpenX. “We’re particularly pleased that Gartner appreciates the breadth and depth with which we’re innovating and bringing to market groundbreaking products such as Revenue Intelligence. We plan to continue to accelerate our rate of innovation, all in pursuit of our goal of unleashing the full economic potential of digital media companies across all screens.”
For Gartner clients who would like to access the full Cool Vendors in Media, 2013 report, please visit: http://www.gartner.com/document/2465215 (Gartner access required).
1 Gartner, Cool Vendors in Media, 2013, p. 4
OpenX is a global leader in digital and mobile advertising technology focused on unleashing the full economic potential of digital media companies. OpenX solutions provide a unique Software as a Service platform by combining ad serving, an ad exchange, a Supply Side Platform and content valuation.
OpenX Technologies, Inc., a wholly owned subsidiary of OpenX Software Ltd., is based in Los Angeles and is backed by leading investors including Accel Partners, Index Ventures, SAP Ventures and Samsung Venture Investment Corporation.
For more information, please visit www.openx.com
OpenX is a trademark of OpenX Limited.
OpenX Media Contact:
Al Duncan 1.626.466.1142
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