Global advertising exchange OpenX, an exchange serving more than 30,000 of the world’s most recognized brands, more than 1,200 publishers and more than 2,000 premium mobile apps, will bring its entire OpenX exchange into the cloud with Google Cloud Platform (GCP).
OpenX will move all on-premises workloads fully into the cloud and become truly serverless. Work on integrating this five-year technology collaboration began already in 2018 with the companies expecting to complete the full transition to the cloud by the end of Q2, 2019.
The move into Google Cloud Platform would help increase the speed of bids coming into the OpenX exchange, allowing publishers to see greater demand for their audiences before an auction closes – driving increased revenue potential. Powered by GCP, the OpenX exchange would be infinitely scalable, allowing the company to support publishers as they experience traffic spikes without sacrificing monetization opportunities or latency.
Prior to 2019, almost one quarter of the OpenX tech workforce was dedicated to maintaining legacy infrastructure. The transition to Google Cloud Platform would free resources to focus on new growth areas for the company, such as people based marketing, video and CTV. These fast growth areas have seen strong early results, with video now making up more than 1 in 10 dollars on the OpenX exchange.
“Marketing has evolved significantly over recent years, and the old way of operating is no longer sustainable,” said Tim Cadogan, CEO of OpenX. “As we look at the programmatic market today, we see a sector that has experienced massive growth and adoption, but at the same time has stalled in its ability to deliver real innovation for marketers and publishers. We believe it is time to take a completely fresh look at the market and place a major bet on building the infrastructure necessary to drive the next wave of innovation. This investment and our work with Google will provide OpenX the flexibility to surge into new markets, adapt our business and billing models, expand our product suite to address the opportunity of people based marketing and provide our partners the exceptional quality and support they have come to expect.”
Other scaled advertising exchanges would still be utilizing physical server locations around the world to power their businesses. OpenX now expects to be able to deliver faster innovations into the market and greater efficiency for both buyers and sellers.
“Both OpenX and Google Cloud are dedicated to helping customers achieve their goals with cutting-edge technology,” said Chris Klayko, Managing Director, Americas, Google Cloud. “This collaboration will allow for continued innovation leveraging both OpenX’s Exchange Platform and Google Cloud’s commitment to performance, collaboration, and big data optimization at scale.”