Adzerk’s OpenRTB 2.3 Solution Shifts the Balance of Power to Publishers

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With Adzerk RTB, sites and apps can integrate with multiple exchanges and let them compete against their direct sold ads. Publishers can maximize revenue with this independent solution.

Adzerk, the API-based ad server for sites and apps
“It’s the only truly independent RTB system on the market: our customers can integrate with any demand source, either through Adzerk’s partnerships or via our API.

Adzerk, the API-based ad serving platform for sites and apps, today announced the launch of its real-time bidding solution. This open and platform-independent system enables sites and apps to tap into as many demand sources as they want to drive the most revenue from their inventory.

“Adzerk RTB is a game changer for publishers who need an ad server for managing campaigns but don’t want to be locked into a single exchange, the way DoubleClick for Publishers is paired with AdX,” said James Avery, Adzerk CEO. “It’s the only truly independent RTB system on the market: our customers can integrate with any demand source, either through Adzerk’s partnerships or via our API. The Adzerk platform gives them the freedom to innovate and build their revenue in new ways."

With Adzerk RTB, direct sold campaigns can compete against demand providers in real-time. By increasing the potential revenue a publisher can make per impression, Adzerk shifts the balance of power in the RTB ecosystem to sites and apps, filling their inventory with the most valuable ads from any source.

Several Adzerk customers are already using Adzerk RTB to compete against their direct sold campaigns, including BitTorrent, which offers advertisers opportunities to reach a global audience of 170 million monthly active users across both display and video for desktop and mobile.

The system is compliant with the OpenRTB 2.3 standard, and full integrations for native and display inventory are available through providers Index Exchange and Bidtellect. Adzerk RTB is fully compatible with other features of the Adzerk platform, such as inventory forecasting, custom targeting and publisher-side behavioral and interest targeting.

“We’re excited to be working with Adzerk, a pure play publisher ad server with an great roster of clients,” said Andrew Casale, President & CEO of Index Exchange. “This gives our demand partners access to net-new premium inventory that has not yet been accessible to date in the programmatic environment.”

The Adzerk RTB system also supports Deal ID, the standard for creating private programmatic marketplaces between buyer and seller. Deal ID is designed to keep the value of publishers’ inventory high with more flexibility than direct sales. Private marketplaces give publishers control over the programmatic sales process while building relationships with brands.

For more information on Adzerk RTB, visit


Adzerk is an API-based ad serving platform that provides the infrastructure for publishers, communities, marketplaces, and utilities to customize and scale advertising. We support banners, video, native, and custom units. Serve any ad, anywhere. We’re headquartered in Durham, North Carolina, and you can visit us at or follow us on Twitter @adzerk.

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