OpenX Claims Growth In Private Ad Marketplace Effort

Los Angeles-based online programmatic advertising marketplace operator OpenX said on Thursday that the business involving private marketplace or advertising, its "programmatic direct" business, grew by over 500 percent year-over-year. Actual dollar amounts were not announced by OpenX. OpenX only launched its programmatic direct program in January of 2016. OpenX said it added over 200 new publishers to the program in the last year.