OpenX, a global leader in quality programmatic advertising, today announced that it has completed the acquisition of privately held technology companies Mezzobit and PubNation.
In the coming months, OpenX will integrate Mezzobit and PubNation’s technology management and quality control technologies within its platform to provide publishers with an advanced enterprise solution that is specifically designed to address the increased complexity of managing ad creative in a header bidding and container environment.
“Publishers are overwhelmed with quality concerns, and now more than ever they need to have a partner that aggressively helps them to identify and manage the risks and opportunities of this new era of programmatic,” said John Murphy, head of marketplace quality at OpenX. “By rolling up two of the most advanced quality technologies in the market, OpenX is best equipped to provide publishers with the tools and insights they need to materially improve performance as they seek greater visibility, transparency, and control.”
Mezzobit allows publishers to track and control how third-party tags and pixels interact with their sites, exerting control over critical factors like page performance and data leakage. This holistic approach to site management enables publishers not only to know which third-party vendors are touching their audiences but also to assess what value, if any, the tags provide to the publisher.
PubNation’s technology equips publishers with tools to manage advertising quality at scale, irrespective of how many containers or exchanges they work with. With PubNation’s technology, publishers are able quickly to pinpoint and remove slow, resource-intensive and low-quality ads through real-time user feedback and automated page scanning. The streamlined reporting process helps publishers rapidly remove deleterious ads to ensure that consumers have optimal digital experiences.