socialmedian: Microsoft Embraces Open Source (in the Online Ad Business)

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Microsoft Embraces Open Source (in the Online Ad Business)

Source: ReadWriteWeb

Nov 02, 2009

Summary

It's called a spoiler tactic. You take your competitor's biggest cash cow and offer a free alternative. Everybody from Linux to Google has used the tactic against Microsoft. So who can fault Microsoft when it uses it against Google's advertising cash cow? The guys who benefit from this tactic today are the good folks at OpenX, the open-source alternative to ad servers from Google such as DoubleClick (for big publishers) and AdManager (for small publishers). (Disclosure: ReadWriteWeb uses OpenX to host our advertising inventory.)

Of course, ad-serving itself is not really the cash cow, but it is a key part of it. The real prize is a viable alternative to AdSense. This is the background of today's news about OpenX and Microsoft announcing an advertising technology partnership.

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OpenX Named a Preferred Partner for Microsoft Ad Serving Products

Here is the news today from OpenX and Microsoft. In a nutshell:

Microsoft will refer publishers for enterprise ad-serving solutions to OpenX.

This makes OpenX a more viable alternative to expensive ad server solutions. (H

...Read the full article

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