Summary:

By Mark Sweney: Orange is to launch a pan-European online ad exchange in a deal with OpenX, the ad technology company chaired by senior News…

By Mark Sweney: Orange is to launch a pan-European online ad exchange in a deal with OpenX, the ad technology company chaired by senior News Corporation (NYSE: NWS) digital chief Jon Miller, taking on offerings from Google (NSDQ: GOOG) and Yahoo.

The new platform, called Orange Ad Market, aims to launch in the second quarter and provide a more localised challenger to Google’s DoubleClick and Yahoo’s Right Media online advertising exchanges.

Luc Tran Thang, the Orange Advertising vice-president, said there is an opportunity to provide real competition to the “one size fits all” approach of the major US players Google and Yahoo.

“Simplicity is the key for this market

This article originally appeared in © Guardian News & Media Ltd..

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