What users are saying about
26 Ratings
26 Ratings
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Score 8.7 out of 101

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Likelihood to Recommend

OpenX

While I didn't think it was the best solution for ad serving capabilities, I've heard it is great for publishers. Just make sure to ask as much as you can upfront & request in person training
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Feature Rating Comparison

Ad Campaigns

OpenX
9.4
Ad campaign creation
OpenX
10.0
Ad deployment
OpenX
10.0
Display advertising
OpenX
9.0
Ad display and retargeting segmentation
OpenX
9.0
Sequence targeting
OpenX
9.0

Ad Reporting & Analytics

OpenX
8.2
Ad dashboards
OpenX
9.0
Ad performance reports
OpenX
10.0
Ad conversion tracking
OpenX
6.0
Ad attribution reporting
OpenX
8.0
Cross-channel ad management
OpenX
8.0
Ad forecasting and optimization
OpenX
8.0

Pros

  • OpenX is a system that was designed to scale as is evident in some key design decisions found throughout the platform. The multi-server setup that was chosen at Mail.com allowed for a distributed server architecture which separated the front end web delivery nodes from the backend MySQL Database master which replicated data back to each front end delivery node mysql slave. This eased the ability to horizontally scale as needed due to the ingenious separation of the ad impressions data tables on the delivery nodes which were being collected locally on each ad impression and then processed periodically back to to the master database which replicated the aggregated statistics back to the delivery nodes. The ability to load balance across the front end web delivery nodes, add caching at many different layers, utilize a CDN for the static ad images, implement PHP accelerators, and hit memcached instead of the MySQL master made the OpenX platform a service that was very resilient to failures.
  • The ability to optimize the platform is also something that OpenX does very well. This is evident in many of the config key parameters available. In addition to OpenX specific tunable's, optimizations can be made at many different levels in which the system sits. These include hardware and operating system level optimizations, tcp and networking stack optimizations, web server/php-cgi configurations, and database (MySQL InnoDB) tunable's. There are many different optimization knobs that can be tuned to help scale the application for the best performance possible
  • The documentation was simple, to the point, and well written which led to an easy initial implementation and roll out of a multi-server setup. The installation and upgrade procedures were straight forward even for the complexities of the multi-server setup. I also found the OpenX team to be accessible and even got a chance to meet some of the team at their Up Close and Personal events at Cal Tech in Pasadena. Core developers were on hand to answer technical questions and also made themselves available to us via email and irq channels.
  • The open nature of the OpenX platform allows for flexibility in the choice of web serving platform to use (Apache, nginx, Lighttpd) and also the database management systems (MySQL, PostGreSQL)
Michael Grazziani profile photo

Cons

  • Although I do believe that OpenX was designed to scale, many of the platform's target users are running single server implementations which probably led to the silly choice of MyISAM as the default database storage engine for the MySQL tables. In multi-server setups or any installation with a significant amount of load these should be altered and optimized for InnoDB. The default storage may have changed since my last roll out of this platform but I do remember the tables needing altering before putting any significant amount of load on them.
  • In a multi-server setup sometimes problems can arise from the statistics collector and processor on the front end delivery nodes that process the ad impression data and aggregate the resulting statistics back to the master database resulting in several scenarios in which the master database can be out of sync with information collected on the delivery nodes and manual intervention is needed. However, most of these problems can be monitored and engineered for.
  • The focus of OpenX on enterprise customers serving hundreds of millions of ads as opposed to the long tail of smaller publishers who simply can't afford to utilize the enterprise hosted solution and must utilize the OnRamp solution which has suffered from performance problems and might not be a viable option for many medium sized publishers
Michael Grazziani profile photo

Likelihood to Renew

OpenX7.0
Based on 10 answers
I would renew use of OpenX as it is a solid ad serving platform that is easy to use, install, and maintain with some great advanced features that give more control to publishers ad ops teams large or small while reducing the costs associated with managing, serving, and delivering ads from third party vendors.
Michael Grazziani profile photo

Usability

OpenX9.0
Based on 1 answer
I was given the system to use as part of setting up a whole new site from scratch in less than 2 months, with a large number of specialty hub pages to run ads on and lots of content I needed to run disease specific ads on. The system was easy for me to learn on the fly in a very compressed time frame. I would have loved more chance to really dig in under the hood to see all that it could do, but given how fast I had to work, I got everything up and running and looking great. And I did it ahead of my launch deadline too. My only reservation might be for people who are not as patient as I am in picking things up, or as hands on. Customer service was great if I needed them, and a quick start guide with the essentials would be ideal for those people.
J C Mullally profile photo

Support

OpenX10.0
Based on 1 answer
They went above and beyond without ever asking for additional money and we met our launch date and immediately started to meet and even surpass our business goals. Nothing was too much trouble, which really stood out compared to other companies I had and was at that time also working with. Customer service can really make or break any business; if i expect my staff to give good customer service, I expect to get it too, and Open X gave it.
J C Mullally profile photo

Alternatives Considered

I use OpenX along with Sailthru because the two combined give me the full amount of reporting statistics I need to give to clients. I would say they are equal but different, and both are necessary but it would be great if all of these statistics could be contained within one program.
Cassidy Ebert profile photo

Return on Investment

  • We improved conversions using forms to register (as if they were ads) in OpenX.
  • We created awareness of the richness of our content.
No photo available

Pricing Details

OpenX

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details