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AdBrite Opens Ad Targeting Exchange

AdBrite, a blog advertising marketplace, Thursday announced the launch of Open Targeting Exchange (OTX), an open and competitive marketplace for ad targeting technologies. AdBrite said the OTX system uses 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,” Ignacio Fanlo, CEO of AdBrite, said in a statement.

“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,” Fanlo said.

OTX is an integrated element of AdBrite’s network. 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.

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.”

OTX launches with two initial partners, Lucid Media (formerly Entrieva) and Personifi, who provide contextual matching algorithms for text ads.

AdBrite is currently reviewing applications from over a dozen additional partners, and will be expanding the program to graphical ads and other formats in the coming months. By the end of the year, AdBrite expects to have dozens of technology algorithms competing to generate the most effective results for AdBrite publishers and advertisers.

Interested partners can learn more at www.adbrite.com/otx, and apply via email at otxpartner@adbrite.com.