Mobile commerce

Orange Is Mad for Ads

3:40 PM -- In a bid to branch out from its roots providing fixed and mobile voice and data communications, Orange (NYSE: FTE)'s Orange is setting up an online advertising marketplace in Europe with ad technology partner OpenX Technologies Inc. . (See Orange, OpenX Launch Ad Market .)

Orange, which claims it already operates Europe's largest ad network, will launch the pan-European Orange Ad Market in France and the UK in the second quarter this year with launches planned to follow elsewhere in the operator's European footprint.

The idea is to bring buyers and sellers of online display advertising together. Or, according to the Orange press release, "enable publishers to maximize their ad revenue by selling their inventory via a powerful exchange where all classes of buyers compete for each impression in a real-time auction."

Orange's new ad market in Europe will take on Google (Nasdaq: GOOG)'s DoubleClick Inc. and Yahoo Inc. (Nasdaq: YHOO)'s Right Media platforms.

— Michelle Donegan, European Editor, Light Reading Mobile

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