OPENX	  AND	  ADTRUTH	  ANNOUNCE	  PARTNERSHIP	  TO	  DELIVER	                    GROUNDBREAKING	  MOBILE	 ...
advertising	  –	  with	  all	  of	  its	  great	  promise	  –	  has	  been	  hobbled	  by	  the	  inability	  to	  recogni...
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OPENX AND ADTRUTH ANNOUNCE PARTNERSHIP TO DELIVER GROUNDBREAKING MOBILE TARGETING CAPABILITIES

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

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OPENX AND ADTRUTH ANNOUNCE PARTNERSHIP TO DELIVER GROUNDBREAKING MOBILE TARGETING CAPABILITIES

  1. 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. 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  companys  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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