OpenX (company)

OpenX (company)
Industry Advertising
Headquarters Pasadena, California
Key people Tim Cadogan (CEO), Jonathan Miller (Chairman)
Products Ad serving, consulting
Employees 100[1]
Website Official website

OpenX, a Pasadena, California based company, also offers hosted and proprietary versions of the OpenX software.[2] The company, founded in 2007, has raised over $50 million from venture capitalists in four rounds.[3]

The company offers OpenX Marketplace, an ad exchange launched in April 2009, and OpenX Ad Server, which takes 20% of ad revenue in exchange for providing a hosted advertising platform.[1][4] In November 2009, OpenX served 300 billion ad impressions per month.[5]

The company was formerly known as Openads and was founded in the United Kingdom.[6][7] Former AOL CEO Jonathan Miller is the Chairman, and Tim Cadogan from Yahoo is the CEO.[6][8]

In November 2009, the company announced a multi-year partnership with Microsoft, which began as a trial in August 2008.[6][8] In March 2010, OpenX announced a deal with French telecom giant Orange for the launch of Orange Ad Market, described as a "money grab" for the nascent European ad exchange market by Forbes.[9] In February 2011, the company announced OpenX Enterprise also powers deals for Groupon,[10][11] has a partnership with Dentsu, and serves ads for Huffington Post,, Publicis, WPP plc, and Scholastic Corporation.[7]

The company's second round of venture capital funding was led by Accel Partners.[12] In May 2009, OpenX raised $10 million in third-round funding from DAG Ventures.[13][14] In May 2011, OpenX announced a fourth round of funding, $20 million, led by SAP Ventures, as well as AOL Ventures, Mitsui & Co. Global Investment, and Presidio Ventures, as well as previous investors.[1][15]

OpenX competes with Microsoft's aQuantive, Google's DoubleClick/Ad Manager, and Yahoo!'s Right Media.[7][6]


  1. ^ a b c Sarno, David (31 May 2011). "OpenX, Web ad firm, raises $20 million, expects to be profitable within a year". Los Angeles Times. Retrieved 31 May 2011. 
  2. ^ OpenX product comparison
  3. ^ David Sarno (2011-05-31). "OpenX, Web ad firm, raises $20 million, expects to be profitable within a year". Los Angeles Times. Retrieved May 31, 2011. 
  4. ^ Hof, Rob (16 April 2009). "OpenX Launches Online Advertising Exchange - BusinessWeek". Bloomberg Businessweek. Retrieved 31 May 2011. 
  5. ^ Sarno, David (2 November 2009). "Microsoft partners with Pasadena's OpenX to share online advertising technology -". Los Angeles Times. Retrieved 31 May 2011. 
  6. ^ a b c d Wauters, Robin (2 November 2011). "Microsoft And OpenX Team Up Against Google In Web Ad Partnership". TechCrunch. Retrieved 31 May 2011. 
  7. ^ a b c Tyler, Richard (31 May 2011). "OpenX raises $20m as it signals new era for online advertising". The Daily Telegraph. Retrieved 31 May 2011. 
  8. ^ a b Oreskovic, Alexei (2 November 2009). "Microsoft and OpenX forge Web ad deal". Reuters. Retrieved 31 May 2011. 
  9. ^ Sarno, David (31 March 2010). "OpenX and Orange team up in an effort to crack display-ad market in Europe". Los Angeles Times. Retrieved 31 May 2011. 
  10. ^ Ha, Anthony (8 February 2011). "OpenX upgrades ad technology, Groupon signs on". VentureBeat. Retrieved 31 May 2011. 
  11. ^ Burkitt, Laurie (31 March 2010). "Provoking Google And Yahoo". Forbes. Retrieved 31 May 2011. 
  12. ^ "Openads Closes $15.5 Million Series B Funding Led By Accel Partners". 16 January 2008. Retrieved 31 May 2011. 
  13. ^ Beal, Andy (26 May 2009). "OpenX Raises Another $10M to Help in Its Efforts to Bring Down Google". Marketing Pilgrim. Retrieved 31 May 2011. 
  14. ^ Ackerman, Elise (26 May 2009). "OpenX expands war chest to compete with Google and Yahoo". SiliconBeat. Retrieved 31 May 2011. 
  15. ^ Primack, Dan (31 May 2011). "Venture Capital Deals - The Term Sheet: Fortune's deals blog Term Sheet". CNN. Retrieved 31 May 2011. 

External links

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