Adtech firm OpenX unveils an industry-changing fusion of real-time bidding and ad networks

Advertising technology company OpenX today announced an impressive new product, dubbed Demand Fusion, that brings together a real-time bidding platform and ad network demand. Traditionally, supply-side platforms (SSPs), which focus on serving publishers and their ad inventory, have siloed ad networks and real-time bidding (RTB). While some players offer publishers the opportunity to choose between an RTB and the flat pricing of ad networks, none have been able to combine them dynamically up until now. Demand Fusion works by holding open an RTB auction while also gathering ad network demand. The highest auction bid will act as a minimum guaranteed...



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