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Open X is definitely a good tool to get you up and running cheaply, but isn't as full featured as some of the other ad servers (ie. DFP) Keep in mind that the

Open X is definitely a good tool to get you up and running cheaply, but isn't as full featured as some of the other ad servers (ie. DFP) Keep in mind that the entire display ecosystem is already on / moving towards an exchange-based model (rather than a network based model). Most networks now buy a lot of their inventory directly from the exchange. So if you're looking to start your own network, you should be thinking about building it on top of the exchanges, and you should also have some unique offering: expertise in display / optimization, unique data set, etc.

zachster 16y ago
There are a lot of plugins for Open X offering additional functionality. A case could be made that as OSS, it's got the potential to face more challenges than DFP, though obviously offer some additional ones as well (like having to manage your own servers). It sounds like the poster has a niche market he (or she) understands. In that situation, I don't think technology needs to be a selling point.
- jeremyrwelch 16y ago
  I'm not just talking tech -- I'm talking biz model. Most major advertisers buy directly from the exchange now, and the poster will have a hard time both A) selling to clients and B) making enough margin to stay in business if he doesn't understand how this works.
- cme 16y ago
  Yea I'm in a niche, I see an opportunity and feel that I have the connections to bring publishers and advertisers together and create my own (small) network, but not sure how to set it up (the technology side). I'm thinking about doing an invite only type of network and focus on the targeted advertising advantage.
- cme 16y ago
  I'm definitely trying to learn as much as I can about this before jumping into it, but I have made some great connections takes to my existing business thats within the niche.
kapauldo 16y ago
Jeremy is dead on, take note of this comment

zachster 16y ago

There are a lot of plugins for Open X offering additional functionality. A case could be made that as OSS, it's got the potential to face more challenges than DFP, though obviously offer some additional ones as well (like having to manage your own servers). It sounds like the poster has a niche market he (or she) understands. In that situation, I don't think technology needs to be a selling point.

jeremyrwelch 16y ago
I'm not just talking tech -- I'm talking biz model. Most major advertisers buy directly from the exchange now, and the poster will have a hard time both A) selling to clients and B) making enough margin to stay in business if he doesn't understand how this works.
cme 16y ago
Yea I'm in a niche, I see an opportunity and feel that I have the connections to bring publishers and advertisers together and create my own (small) network, but not sure how to set it up (the technology side). I'm thinking about doing an invite only type of network and focus on the targeted advertising advantage.
cme 16y ago
I'm definitely trying to learn as much as I can about this before jumping into it, but I have made some great connections takes to my existing business thats within the niche.

kapauldo 16y ago

Jeremy is dead on, take note of this comment