Orange and OpenX Technologies have announced a partnership to launch Orange Ad Market, a new online advertising exchange model designed to lead the evolution of online exchanges in Europe. Orange Ad Market aims to increase the value of display advertising by helping publishers maximise revenue and helping advertisers much more easily reach their target audiences across large numbers of publishers.

The Orange and OpenX exclusive multi-year, multi-country partnership will see Orange bring the benefits of OpenX's proven global marketplace to European users at a local level. The initial launch will take place in the second quarter of 2010 in the UK and France with planned launches following elsewhere in Orange's European footprint.

Orange Ad Market will be a combination of Orange's local market expertise and supply and demand relationships and OpenX's global technology platform and innovative marketplace design. The Market offers a new approach to online advertising marketplaces by allowing major companies in key regions to participate directly in building exchange value chains, creating the first European exchange ecosystem.

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