London-based Openads has beta-launched an improved version of its open source ad server and named former Skype and Yahoo executive James Bilefield as CEO.
Openads 2.3, available for
free download at www.openads.org, is said to offer publishers greater power and simplicity, easier integration with established ad platforms and technologies, enhanced targeting and campaign
management, and improved reporting.
Bilefield was first a vice president and then manager of European operations for Skype. Previously, he served as Yahoo's managing director of consumer and
network services across Europe.
OpenAds says its server is used by 20,000 publishers -- more than all its competitors combined -- and 100,000 Web sites in 140 countries. The company, formerly a
technology division within Unanimis, became a stand-alone business last month and secured $5 million in Series A financing.
Openads' latest moves come amidst continuing industry speculation that
major players like Google will make their ad servers free. In addition, Exponential Interactive, the parent company of Tribal Fusion, recently announced its own free ad server, Expo9, which it said
would be widely available this month.