Orange, one of the leading mobile carriers in France, has replaced Google’s Double Click Ad serving platform with OpenX for its sites.
Orange already had an on going partnership with OpenX to serve ads across Orange network in Europe. With this move, OpenX will now be serving ads across Orange network around the globe. According to an Orange Manager, who declined to be named:
We are switching all our countries from DoubleClick to OpenX.
OpenX initially started as an open source ad serving platform in the later part of the previous decade. The initial open source project still exists as OpenX Source that can be downloaded and installed by any publisher to set up its own ad serving system. However, with the growing popularity of the open source ad platform, OpenX ventured into offering hosted solutions. Current offerings include OpenX onRamp for small business and OpenX Enterprise for bigger clients.
OpenX also runs OpenX Market, an ad exchange where advertisers can bid for the ad inventory put on auction by publishers. The ads across OpenX onRamp and OpenX Enterprise are bought and sold via the OpenX Market.
One of the main advantages of OpenX is that it allows publishers a host of options such as direct ad sales, sales to ad networks, and an option to offer ad inventory on an ad exchange all at the same time. According to Tim Cadogan, CEO of OpenX:
Publishers today are basically trying to balance and optimize across multiple revenue streams. We bring it into one coherent package.
In addition to Orange, OpenX is now being used by Groupon, SAP, Running Network, AdBean, Business Insider and 200,000 other websites in more than 100 countries. The company is serving more than 350 billion ads per month and reaches out to more than 400 million monthly uniques.
The current switch by Orange shows that OpenX could one day become a very serious problem for the likes of Google and Yahoo.
OpenX has raised around $30 million in three rounds of funding and is backed by Accel Partners, Index Ventures, DAG Ventures, Mangrove Capital, First Round Capital, and O’Reilly AlphaTech Ventures.