OpenX is Moving to Hollywood

9 April, 2008

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OpenX, the company who are applying the RedHat model to an opensource ad server have announced some big company changes today. Including:

  1. A new CEO in Tim Cadogan. Cadogan was previously at Yahoo!, where he set the global product strategy for all products in the Yahoo Ad Network and prior to Yahoo! He was also at GoTo/Overture
  2. James Bilefield, will be leaving but will continue to be involved as a strategic adviser
  3. They are re-locating to Los Angeles

In his blog post, Cadogan writes:

<start shameless recruiting plug :-> In particular, if you are a great, highly motivated technologist interested in working at the intersection of advertising technology, open-source and new advertising business models, we’d love to hear from you.

Does this also mean that Scott Switzer – Co-founder and the CTO will also be leaving soon?

See below for Scott’s comment that he’s at OpenX to stay.

Regardless, AdViking thinks these are some interesting moves and should really strengthen the OpenX proposition further. In particular, with hiring Tim Cadogan, it appears they have snagged an advertising top gun with a very important and strong advertising product legacy – in particular in Search advertising. Maybe an indication of some of the future product direction?

Post-script: With Adify being bought for $300 million, it looks like OpenX could be in the right place, right time to make the most of having made the move to the US.  They key will be to deliver quickly on some of the features that will enable Publishers to quickly maximise their revenue (e.g.:  self-service advertiser UI)

Microsoft Buys Rapt – cool ad technology

19 March, 2008


Last Friday Microsoft announced that it is buying ad technology firm Rapt – here’s the official PR on the deal. This looks like a very strategic and smart buy that will bolster Microsoft’s APS offering in the optimization and sales tool area. Rapt looks like a great tool to help with online display for big publishers… Rapt has an impressive rooster of top teir customers including: MSN, Yahoo, Fox Interactive, NCB, CNET and Dow Jones. This post on Yankee Group helps explain why they are buying Rapt and here is the TC post.

Google Ad Manager Validates OpenX

18 March, 2008

In case you don’t know, OpenX, is a UK-based start-up that recently received a SeriesB $15 million injection. They are taking a successful open-source ad serving platform (History of the project/company is: PHPAds, PHPAdsNews, Max Media Manager) and applying a RedHat/MySQL approach to commercialising the opportunity.

Scott Switzer is founder and CTO and his post on why Google Ad Manager is a threat to Publishers is well-rounded and recommended reading. What’s exciting is that Google Ad Manager completely validates the need for an indy platform like OpenX, which is even more exciting as the software is open-source. That is it’s been built and is being built in the bazaar of the online Publishers rather than the cathedrals of software development. This then naturally leads one to suggest that if OpenX does get established and then builds out an Exchange/Network on top, the very fact that it’s been created in a marketplace can only be beneficial to all involved.

ReadWriteWeb have an excellent interview with Switzer that provides some further flesh to the OpenX approach to the ad serving space.

A Fuller View on the Google Ad Manager

13 March, 2008

Following on from the news that the acquisition of DoubleClick by Google has been given grace in Europe and therefore has been closed, Google announces what’s a potential game changer with the release of Ad Manager. Sister site, A Fuller View has more details including a bold prediction about what the future holds for ad serving in 2008.