Pasadena-based ad serving software firm OpenX is poweriing a new, European ad marketplace being run by Orange/France Telecom, the firms announced Tuesday evening. According to the firms, Orange Ad Market is an Internet advertising marketplace for display advertising, which will match publishers and advertisers. Financial arrangements between the firms were not disclosed. The companies said the multi-year, multi-country partnership will be launched in the second quarter of 2010 in the UK and France.