OpenX Advertising vs Google Ad Manager

OpenX has been around for a while but as it says on it’s home page, Google’s release of Ad Manager endorses it’s model. The difference is that OpenX is a free ad platform for 30,000 sites (serving a few billion ads a month). It’s also looking at tracking user IDs across it#s network and releasing a bidding structure for buying inventory across it’s network of sites. 

Openx features and benefits

It’s a move from impressions towards better understanding influence and online realisation.

The benefit to us digital marketers is that not only will it provide more flexibility in rolling out ad campaigns for our clients, presumably lowering wastage and increasing ROI, it also heralds a new type of analytics, that will focus on user intent as a major metric not the more common build enough inventory at an audience and some of them will come, fingers crossed.