How the OIX works

Advertisers and agencies target an audience segment by creating a channel within the Open Internet Exchange (OIX). They define the interest-based parameters within the channel via:

1. Keywords - search terms and page keywords such as "Paris" or "Hotels Paris"

2. URLs - such as cityguidesl.com and parisinfod.com

3. Frequency and recency parameters for the keywords and URLs

Publishers tag up their sites and define the price threshold for their inventory. If the OIX cannot match or beat the target price, then the ad slot reverts to a non-OIX campaign.

The user then browses the web, triggers interest channel matches, and the OIX serves a relevant ad to the consumer.

After the website that showed the ad has been paid, the revenue is split between Phorm and the ISP.