At ExchangeWire Live NYC on 22 March, Caleb Sotelo, director of labs and staff engineer at OpenX, took to the stage to deliver a keynote speech on how OpenX are looking to bring back control and visibility to publishers.
If you haven't heard of it, OpenX Labs has the sole purpose of creating innovative products in ad technology. Sotelo walked the audience through their latest project; the Ad Footprint Chrome extension, explaining why the Labs team designed it, how publishers can use and access it, and what insights they can glean from the tool, to help them better understand how they can get the most from their partners.
Sotelo explains the importance for publishers to have the opportunity to operate in a level playing field and the Ad Footprint extension helps to achieve that. OpenX are keen to demystify ad tech, with the creation of the Labs team. The extension is free to use and is available through the Chrome Developer Tools panel.