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OpenX Raises Another $10M to Help in Its Efforts to Bring Down Google



It seems that OpenX CEO Tim Cadogan is doing something that he struggled to do at Yahoo–compete with Google.

The ad technology provider and marketplace has just announced a third round of venture capital with $10.4 million being added to the war chest, courtesy of DAG Ventures.

The company is certainly doing well to fend off Google’s own Ad Manager product–claiming an impressive 300 billion ads monthly on more than 150,000 websites across the web. The money will help OpenX further expand both the downloadable and hosted versions of its ad server, while continuing to grow its recently launched OpenX Market.

So, how is this small start-up able to stand head-to-head with the search giant? Simple. OpenX isn’t trying to fight Google on its strengths.

The threat of Google’s entry into the sector has prompted OpenX to tout its independence, neutrality and openness as distinguishing features, although Cadogan stressed that its ad server product is also more customizable than Google’s. “We couldn’t outspend them, so we’re trying to create a different value proposition,” he said.

Sounds like a good plan. In fact, with more and more start-ups taking the same approach, it makes you wonder if Google could end up the way of Gulliver. ;-)

  • http://www.nickstamoulis.com/internet-marketing-seo-training.html Nick Stamoulis

    It should be interesting to see how this pans. I like seeing companies go up against Google in a David vs Goliath type of battle. Although I think something inside us all would like to chip away at Google's power it will take something much bigger…..like Twitter.

    • http://www.marketingpilgrim.com Andy Beal

      I almost went with the David & Goliath analogy, but I think I've used that countless times before. ;-)

      I think a couple of big challengers will keep Google preoccupied, but I believe that Google's biggest challenge will come from the hundreds of smaller companies that take just a single aspect of Google's business and do it better.

  • http://wordpressseo.franklinbishop.net/ Wordpress SEO

    This is awesome! It is a bout time someone tries to take them down. However, I really do not think it's going to work. Sorry Google haters

  • http://wordpressseo.franklinbishop.net/ Wordpress SEO

    This is awesome! It is a bout time someone tries to take them down. However, I really do not think it's going to work. Sorry Google haters

  • http://sayreonline.com/ Brennan

    I think right now the only one going to beat Google is Google. I have seen a trend as of late where they are almost trying to dominate too many markets and may start spreading themselves thin. If niche type companies can start offering the services and give an easier experience I think they will win in the end. I myself and many other people I have spoken to hate having “all their eggs in one basket” by using Google for so many things.

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