{"id":746,"date":"2012-03-01T23:21:42","date_gmt":"2012-03-01T23:21:42","guid":{"rendered":"http:\/\/v2.openx.local\/press-releases\/openx-becomes-first-ad-exchange-to-support-the-interactive-advertising-bureaus-rising-stars-ad-units\/"},"modified":"2024-09-16T11:59:36","modified_gmt":"2024-09-16T15:59:36","slug":"openx-becomes-first-ad-exchange-to-support-the-interactive-advertising-bureaus-rising-stars-ad-units","status":"publish","type":"press-releases","link":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-becomes-first-ad-exchange-to-support-the-interactive-advertising-bureaus-rising-stars-ad-units\/","title":{"rendered":"OpenX Becomes First Ad Exchange to Support The Interactive Advertising Bureau\u2019s \u201cRising Stars\u201d Ad Units"},"content":{"rendered":"\n<p><strong><em>Leading provider of digital ad technology enables the buying and selling of new IAB Standard Ad Unit Portfolio through global OpenX Market<\/em><\/strong><\/p>\n\n\n\n<p><strong>LOS ANGELES, March 1, 2012<\/strong>&nbsp;OpenX Technologies, Inc. (OpenX), one of the world\u2019s leading providers of digital advertising technology, today announced that it will support the buying and selling of the Interactive Advertising Bureau\u2019s (IAB) new online ad units through OpenX Enterprise, the company\u2019s Software as a Service ad serving product for large publishers, and OpenX Market, a leading Real-Time Bidding (RTB) enabled advertising exchange platform. The new Standard Ad Unit Portfolio will include six new ad units (the \u201cRising Stars\u201d) and are the first such units to be approved by the IAB since 2003.<\/p>\n\n\n\n<p>The Rising Stars units are designed to meet marketers\u2019 communications needs across the purchase funnel and to drive forward and create new opportunities for dynamic brand advertising. These six new interactive ad units have been developed and tested in partnership with leading publishers and agencies in the digital world. Since their introduction in 1996 and most recent update in 2003, the IAB Standard Ad Units helped to create the modern, scalable digital advertising industry. Today more than 80 percent of display ads sold follow IAB standards. The new Standard Ad Unit Portfolio was released at the fifth IAB Annual Leadership Meeting&nbsp;<em>Ecosystem 2.0: Beyond Time and Space<\/em>, this Sunday.<\/p>\n\n\n\n<p>OpenX Market is designed to help publishers maximize revenue and to help advertisers much more easily reach their target audiences across large numbers of publishers. Advertisers benefit by having a simple way to buy across the enormous pool of primary inventory available from OpenX\u2019s large publisher base. Moreover, OpenX\u2019s just-announced acquisition of breakthrough Supply-Side Platform LiftDNA will provide significant benefits to buyers of ad inventory. In particular, the combination of OpenX Market and LiftDNA by OpenX\u2122 creates a massive pool of RTB enabled inventory totaling more than 100 billion ad impressions per month. The reach, scale and quality of this inventory provides one of the largest buying sources on the internet.<\/p>\n\n\n\n<p>Since its launch in 2009, OpenX Market has seen significant growth and adoption by those recognizing the precision and strength of ad exchanges and the quality of both buy-side and sell-side customers that OpenX attracts. OpenX Market achieved a year-over-year revenue growth rate of nearly 700% in 2011.<\/p>\n\n\n\n<p>\u201cThe IAB\u2019s new selection of ad units should dramatically improve the digital ad industry,\u201d said Jason Fairchild, chief revenue officer, OpenX. \u201cPublishers are starting to see the value in running a smaller number of high-impact ad units, driving more user engagement and higher overall CPM gains of 300-400% for these new units compared with the more traditional units based on initial use. OpenX Market \u2013 as the first ad exchange to adopt the Rising Stars \u2013 will facilitate the publisher shift to these new units, and help bring scale to the buying opportunities.\u201d<\/p>\n\n\n\n<p>\u201cWith the six brand-friendly Rising Stars display ad units just becoming part of the IAB Standard Ad Units Portfolio, it is exciting to see adoption take a big step forward with this move by OpenX,\u201d said Peter Minnium, head of brand initiatives, IAB. \u201cThis marks the first time an ad exchange has committed to the buying and selling of these dynamic and immersive formats. We look forward to others joining OpenX in embracing these units, since they are set to drive the entire interactive industry forward.\u201d<\/p>\n\n\n\n<p><strong>About OpenX<\/strong><\/p>\n\n\n\n<p>OpenX is one of the world\u2019s leading providers of digital advertising technology, enabling businesses to manage and maximize their ad revenue. OpenX products, including OpenX Enterprise, OpenX Market and LiftDNA by OpenX\u2122 provide a comprehensive revenue serving platform by combining ad serving, an ad exchange and a breakthrough approach to yield optimization.<\/p>\n\n\n\n<p>OpenX Technologies, Inc. is based in Los Angeles and is backed by leading investors including Accel Partners, Index Ventures and SAP Ventures. For more information, please visit\u00a0<a href=\"https:\/\/corp-www.prod.gcp.openx.org\/\">www.openx.com<\/a>.<\/p>\n\n\n\n<p>OpenX and LiftDNA by OpenX are trademarks of OpenX Limited.<\/p>\n","protected":false},"author":2,"featured_media":0,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[22,18,24],"class_list":["post-746","press-releases","type-press-releases","status-publish","hentry","tag-ad-exchange","tag-demand-partners","tag-publishers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>OpenX Becomes First Ad Exchange to Support The Interactive Advertising Bureau\u2019s \u201cRising Stars\u201d Ad Units<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-becomes-first-ad-exchange-to-support-the-interactive-advertising-bureaus-rising-stars-ad-units\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OpenX Becomes First Ad Exchange to Support The Interactive Advertising Bureau\u2019s \u201cRising Stars\u201d Ad Units\" \/>\n<meta property=\"og:description\" content=\"Leading provider of digital ad technology enables the buying and selling of new IAB Standard Ad Unit Portfolio through global OpenX Market LOS ANGELES, March 1, 2012&nbsp;OpenX Technologies, Inc. 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