MediaFile

OpenX opens kimono to reveal financials – prepwork for an IPO?

It’s the season for getting a peek at private Internet companies’ financial results.

Wall Street is still chewing over Facebook’s recently revealed numbers, and on Monday, OpenX Technologies, a private, venture-backed online ad company, served up some financial gristle of its own.

The company, which provides an online ad exchange as well as ad server technology, said that it is now on track to generate more than $100 million in revenue on an annualized run rate basis and that it became profitable in the fourth quarter of 2011.

And it said it expects to profitable in 2012.

The move comes a few weeks after Facebook, the world’s No.1 Internet social network, pulled the curtain back on its financials for the first time, revealing $3.7 billion in 2011 revenue, with the release of the prospectus for its upcoming IPO.

OpenX CEO Tim Cadogan said the release of some of its financial results was not a sign that it planned to follow Facebook’s footsteps into the public market — at least not immediately.

Meebo launches new ads with 30-second guarantee

Convincing marketers to try a new type of Internet ad format isn’t easy, especially during a time when ad budgets are getting cut.

But Meebo has come up with a novel way to entice advertisers to take the plunge: the company will guarantee that Web surfers spend at least 30 seconds interacting with ads that run in its new advertising units.

The new ads are integrated within the Meebo real time communications service, which provides instant messaging and link-sharing capabilities on more than 40 Web sites including myYearbook, CafeMom and Current TV.