With AOL having launched PubAccess and a number of other advertising networks exploring the multiple ways in which the industry could better deliver targeted ads, there’s a noticeable occurrence that’s becoming increasingly difficult to avoid: the developments in the marketplace are moving pretty fast. From video ads to widget ads, a lot of brands, advertising networks, content owners and publishers are still feeling out the best way in which to monetize sites and audiences.
While most ad networks offer one way or another to target ads across websites, what would you think about having several methods available within a single ad network? AdBrite is becoming that single ad network, with the revelation of its Open Targeting Exchange (OTX).
It’s an open platform approach that other advertising technologies can build upon. That means that a starting ad network can use AdBrite’s OTX in order to use one or many of the targeting methods it already can deploy, and building a company from there. Targeting options include geographic, demographic, retargeting, contextual and behavioral. And as this OTX is providing access to AdBrite’s platform, other companies can leverage AdBrite’s existing network of publishers and advertisers as well. Is this the best of both worlds?
AdBrite is hoping to compete, on some level, with the larger ad networks like Google and Yahoo–at least by putting on the pressure with its open platform strategy. AdBrite expects that the ability to build on its existing tools will help spur some innovation in attempts to discover the best approach to targeted ads.
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