Advertising technology firm OpenX has partnered with Google and has become the first serverless ad exchange by moving its entire exchange to the Google Cloud Platform.
According to OpenX, the move is part of a wider strategy to free up resources and focus on areas of growth such as people-based marketing, video ads and connected TV.
“Marketing has evolved significantly over recent years, and the old way of operating is no longer sustainable,” said Tim Cadogan, OpenX’s CEO. “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.”
He added that the collaboration with Google would provide OpenX with more flexibility to break into new markets, adapt its business and billing models and eventually expand its products.
OpenX and Google have been working together since 2018 and are planning to complete the transition by the end of Q2 2019.
Clients will benefit from increased speed, better scalability, global reach, a future-proofed platform and enhanced people-based marketing.