OpenX Technologies
{{short description|California-based adtech company}}
{{Infobox company
| name = OpenX Technologies, Inc.
| logo =
| type = Private
| foundation = {{start date and age|2008}}
| founder = {{ubl|Tim Cadogan|Jason Fairchild}}
| company_slogan =
| location = Pasadena, California
| key_people = {{ubl|John Gentry (CEO)|Tim Cadogan (chairman)}}
| industry = Online Advertising, Big Data
| products = Ad Server, Ad exchange, SSP
| revenue =
| operating_income =
| net_income =
| homepage = {{url|https://openx.com}}
| intl =
}}
OpenX Technologies, Inc. is a programmatic advertising technology company founded in 2008.{{cite web |url=http://labusinessjournal.com/news/2013/jan/17/openx-raises-22-million-mobile-expansion/ |title=OpenX Raises $22 Million for Mobile Expansion |last=Jarvey |first=Natalie |work=Los Angeles Business Journal |publisher=Anna Magzanyan |date=2013-01-17 |accessdate=2019-04-15 |quote=OpenX was founded in 2008 as an ad exchange for buyers and sellers of web ads to make instant transactions. }} It has raised over $75 million from Accel, Index, Samsung, Dentsu, Mangrove Capital and others.{{cite news|url=http://latimesblogs.latimes.com/technology/2011/05/openx-venture-capital-profit.html|title=OpenX, Web ad firm, raises $20 million, expects to be profitable within a year|last=Sarno|first=David|date=31 May 2011|work=Los Angeles Times|accessdate=31 May 2011}}
Background
OpenX has offices in Pasadena (HQ), New York, Tokyo, London, and Kraków.{{cite web |url=https://www.openx.com/careers/locations/ |title=OpenX Office Locations |work=OpenX |accessdate=2019-04-15 }}
In September 2017, OpenX acquired two publisher tools, Mezzobit and PubNation.{{Cite news|url=https://adexchanger.com/platforms/openx-acquires-mezzobit-pubnation-sweeten-publisher-offering/|title=OpenX Acquires Mezzobit And PubNation To Sweeten Publisher Offering {{!}} AdExchanger|date=2017-09-25|work=AdExchanger|access-date=2017-11-16|language=en-US}}
After laying off "around 100 employees" in December 2018,{{cite news |last=O'Reilly |first=Laura |url=https://www.wsj.com/articles/ad-tech-company-openx-lays-off-around-100-staff-11545175637 |title=Ad-Tech Company OpenX Lays Off Around 100 Staff |work=The Wall Street Journal |location=New York City |publisher=Dow Jones & Company |date=2018-12-18 |accessdate=2019-02-14 |quote=Ad-tech company OpenX...has laid off around 100 employees, the company confirmed Tuesday. }} the following month OpenX announced plans to move all on-premises workloads fully into the Google Cloud Platform by Q2 2019.{{Cite web|title=OpenX bets future is serverless in move to Google Cloud Platform|url=https://www.thedrum.com/news/2019/01/24/openx-bets-future-serverless-move-google-cloud-platform-0|access-date=2021-04-14|website=The Drum|language=en}}
In May 2019, OpenX launched OpenAudience, a planning and targeting tool based on LiveRamp and Tapad data.{{Cite web|title=OpenX Launches People-Based Marketing Solution, OpenAudience™|url=https://www.martechadvisor.com/news/ads/openx-launches-people-based-marketing-solution-open-audience/|access-date=2021-04-14|website=www.martechadvisor.com|language=en}}
In January 2020, OpenX announced that CEO and co-founder Tim Cadogan was leaving to become the CEO of GoFundMe and that President John Gentry would step into the CEO role.{{cite news |last=Sluis |first=Sarah |url=https://www.adexchanger.com/platforms/openx-ceo-tim-cadogan-departs-for-gofundme/ |title=OpenX CEO Tim Cadogan Departs For GoFundMe |work=Ad Exchanger |publisher=Access Intelligence, LLC |date=2020-01-29 |accessdate=2020-02-02 |quote=OpenX CEO Tim Cadogan is leaving after 12 years to become CEO of GoFundMe. OpenX President John Gentry, a seven-year vet at the company, will step into the CEO role. }} This was followed in April by another round of layoffs where 15% of the company was affected.{{cite news |last=Sluis |first=Sarah |url=https://www.adexchanger.com/platforms/openx-cuts-staff-hours-and-executive-pay-in-response-to-reduced-marketer-spend/ |title=OpenX Cuts Staff, Hours And Executive Pay In Response To Reduced Marketer Spend |work=AdExchanger |publisher=Access Intelligence, LLC |date=2020-04-28 |accessdate=2020-04-29 |quote=OpenX said Tuesday it has laid off, furloughed or cut hours for 15% of its employees. Most of that percentage were layoffs and furloughs, and the number of people whose hours were cut was small, the company said. }}
In December 2021, the Federal Trade Commission announced that OpenX would pay a $2 million fine "to settle allegations that the company violated federal children's privacy law." Originally, the fine was to be $7.5 million but it was reduced "due to the company's inability to pay."{{cite news |last=Page |first=Carly |url=https://techcrunch.com/2021/12/16/ad-exchange-openx-hit-with-fine-for-collecting-location-data-on-children/ |title=Ad exchange OpenX slapped with FTC fine for collecting location data on children |work=TechCrunch |publisher=Verizon Media |date=2021-12-16 |accessdate=2021-12-20 }}{{cite press release |url=https://www.justice.gov/opa/pr/advertising-platform-openx-agrees-injunctive-relief-and-2-million-payment-case-alleging |title=Advertising Platform OpenX Agrees to Injunctive Relief and $2 Million Payment in Case Alleging Violations of Children’s Privacy Law|lang=en|publisher=United States Department of Justice |date=2021-12-28 |accessdate=2021-12-29 }}
References
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