Called Orange Ad Market, the marketplace will be open to all buyers and sellers of online display advertising. The goal is to help publishers maximize revenue and marketers target audiences across multiple Web sites.
The initial launch is slated for the second quarter of this year in France and the U.K. Launches elsewhere in Europe will follow.
Orange and OpenX said buyers compete on an “impression-by-impression basis.” Publishers can set “floor prices” to help ensure price protection. Marketers can make one consolidated payment even when buying across multiple currencies. Marketers can also buy ad inventory based on their unique criteria across a combination of large and niche publishers.