AdBrite Launches Open Targeting Exchange

Online advertising network AdBrite (our coverage) is announcing the launch of the Open Targeting Exchange or OTX today. I have to say that it took me a bit of time to understand what this OTX does and I’ve bought hundreds of millions in media over my career.

Here is how the Open Targeting Exchange works. Basically if you imagine that there three parts of the ad transaction: the ad, the network serving the ad and the page view displaying the ad. Normally the middle piece of serving the ad is through some proprietary matching process by the ad network. AdBrite has ripped open that piece of the transaction and is allowing other companies to plug their matching process algorithms into the ad serving portion.

AdBrite claims publishers will benefit from improving revenue yield, and advertisers will generate better results. OTX launches with two initial partners, Lucid Media (formerly Entrieva) and Personifi, who provide contextual matching algorithms for text ads. 

The Web page explaining how the OTX works only has one large graphic that really doesn’t explain much about the service. If the average media buyer is going to get excited about this launch, there will need to be more text and more pictures – maybe even a video.