Unprecedented access to quality mobile audiences via OpenX Market Real-Time Bidding platform delivers improved ROI for advertisers and publishers

1.
OPENX
AND
ADTRUTH
ANNOUNCE
PARTNERSHIP
TO
DELIVER
GROUNDBREAKING
MOBILE
TARGETING
CAPABILITIES
Unprecedented access to quality mobile audiences via OpenX Market Real-Time
Bidding platform delivers improved ROI for advertisers and publishers
LOS
ANGELES
and
SAN
JOSE,
January
30,
2013
–
OpenX
Software
Ltd.,
one
of
the
world’s
leading
providers
of
digital
and
mobile
advertising
technology,
and
AdTruth,
the
global
leader
in
device
recognition
to
improve
digital
advertising,
today
announced
a
partnership
to
deliver
more
effective
mobile
ad
inventory
sold
through
OpenX
Market,
OpenX’s
Real-­‐Time
Bidding
(RTB)
platform.
For
the
first
time,
advertisers
will
be
able
to
recognize
and
reach
targeted
audiences
at
scale
on
mobile
devices
through
a
global
RTB
exchange
across
both
mobile
web
and
mobile
application
inventory,
a
capability
uniquely
possible
via
AdTruth’s
mobile
bridging
technology.
Publishers
and
app
developers
will
benefit
by
being
able
to
more
accurately
define
their
audiences,
leading
to
improved
eCPM
for
publishers
and
better
advertiser
ROI.
These
AdTruth-­‐powered
benefits
will
be
available
to
OpenX
Market
users
in
the
second
quarter
of
2013.
Unlike
traditional
online
advertising,
for
which
there
are
a
number
of
techniques
to
identify
and
target
users,
mobile
advertising
has
been
hindered
by
limited
audience
recognition
capabilities.
This
has
slowed
the
adoption
of
RTB
in
the
rapidly
expanding
mobile
market.
AdTruth’s
patented
device
recognition
technology
anonymously
identifies
consumers
whether
they
are
using
their
device
for
apps
or
to
browse
the
mobile
Web.
Adtruth
fills
the
gap
where
cookies
do
not
perform,
ultimately
resulting
in
increased
ROI
for
the
marketer.
As
a
result
of
this
partnership,
advertisers
using
OpenX
Market
can
now
execute
mobile
campaigns
with
greater
accuracy,
efficiency
and
duration,
while
respecting
consumer
privacy.
“The
trend
in
the
industry
toward
mobile
advertising
and
programmatic
buying
is
a
growing
element
of
the
media
buying
mix,”
comments
Carl
Uminski,
chief
operating
officer
of
global
mobile
marketing
company,
Somo.
“However
we
desperately
need
a
privacy
by
design,
universal,
audience
identification
and
targeting
capability
for
our
advertisers
in
mobile.
With
the
availability
of
AdTruth
DeviceInsight
ID
in
OpenX
Market,
we
can
now
take
mobile
advertising
ROI
to
the
next
level
quickly.”
The
OpenX/AdTruth
partnership
provides
publishers
selling
mobile
inventory
the
ability
to
price
their
mobile
inventory
at
a
premium
that
accurately
reflects
the
greater
value
it
offers
to
advertisers
when
it
is
made
available
through
OpenX
Market.
AdTruth’s
privacy-­‐by-­‐design
approach
ensures
that
no
personally
identifiable
information
or
data
is
collected
or
stored.
“We’re
excited
to
work
with
AdTruth
to
present
a
fundamentally
new
capability
in
the
mobile
exchange
space,”
said
Jason
Fairchild,
chief
revenue
officer,
OpenX.
“For
too
long,
mobile

2. advertising
–
with
all
of
its
great
promise
–
has
been
hobbled
by
the
inability
to
recognize
and
reach
users
with
accuracy
across
both
mobile
web
and
application
inventory.
Enabling
OpenX
Market
advertisers
to
easily
access
mobile
inventory
at
scale
with
the
enhanced
recognition
provided
by
AdTruth
is
going
to
dramatically
improve
industry
economics
for
both
advertisers
and
publishers.”
“AdTruth
is
committed
to
providing
advertisers
with
the
critical
link
between
users
and
their
mobile
devices,”
said
James
Lamberti,
vice
president
and
general
manager,
AdTruth.
“Based
on
feedback
from
brand,
agency
and
network
customers,
we’ve
created
a
privacy-­‐by-­‐design
device
recognition
technology
that
delivers
the
universal
identification
layer
needed
for
strong
ROI
for
marketers
and
publishers
alike.
Offering
this
solution
to
the
buyers
and
sellers
using
OpenX’s
RTB
platform
marks
a
significant
step
forward
for
the
mobile
advertising
ecosystem.”
About
OpenX
OpenX
is
a
global
leader
in
digital
and
mobile
advertising
technology.
OpenX’s
vision
is
to
unleash
the
full
economic
potential
of
digital
media
companies.
OpenX
products,
including
OpenX
Enterprise,
OpenX
Market,
OpenX
Lift
and
JumpTime
provide
a
unique
Software-­‐as-­‐a-­‐
Service
platform
by
combining
ad
serving,
an
ad
exchange,
a
Supply
Side
Platform
and
content
valuation.
OpenX
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.
About
AdTruth,
a
division
of
41st
Parameter
In
a
world
where
people
are
increasingly
reliant
on
a
variety
of
Internet-­‐connected
devices
for
everything
from
banking
to
shopping
to
entertainment
and
media,
creating
relevant
customer
experiences
and
preventing
online
fraud
are
constant
and
complex
business
challenges.
41st
Parameter,
the
global
leader
in
device
recognition
and
intelligence,
combines
its
patented
technologies
and
years
of
expertise
to
identify
devices
without
cookies,
without
compromising
privacy
and
without
impacting
performance.
AdTruth,
the
company's
digital
media
division,
gives
marketers
a
new
and
better
way
to
recognize
and
reach
their
most
valuable
audiences
across
all
types
of
devices.
These
privacy
compliant
solutions
help
keep
the
Internet
more
secure
and
relevant
for
everyone.
To
learn
more
about
digital
media
solutions
from
AdTruth
visit
www.AdTruth.com.
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