Rob Hof over at Business Week recently wrote about AdBrite and the launch of their new Open Targeting Exchange (OTX) in his Tech Beat column. The concept is an elegant solution to the challenge of high performance targeting for display advertising and we are excited to be AdBrite’s launch partner. AdBrite is “The Internet’s Ad Marketplace” so it is fitting that they are first to take what Rob calls “a sort of eBay for ad targeting technologies” to market. Here’s the idea, AdBrite is aggregating and integrating multiple external display ad targeting technologies under one sort of free market system that advertisers and publishers can use to target their ads more effectively. When a pageview is called on an AdBrite publisher’s site, OTX calls out at all the potential targeting technologies in real-time to determine the most effective advertisement for the given property, user profile, and location. This fosters competition among all the targeting technology providers creating what our President and CEO Ajay Sravanapudi called a “Darwinian environment” where the fittest will survive and over time prosper. Publishers benefit from increased yield and advertisers get a better ROI. The proverbial win-win scenario. We were more than happy to throw our ClickSense® platform into OTX’s Darwinian savanna of 508M impressions a day and 60,000 publisher sites to sink or swim since it has already proven more than capable of handling some of the largest web properties for years now. But at the end of the day it is the user who gets an overall better experience with a more relevant ad and that is good for everyone in this business. We’ve let the lion out so keep an eye on AdBrite’s OTX in the near future.