After the DoubleClick purchase was approved Google did not waste any time to release their new Ad Manager, that allows publishers to sell and manage their own ads:
Directed at addressing the ad management and serving needs of publishers with smaller sales teams, Google Ad Manager is a free, hosted ad and inventory management tool that can help publishers sell, schedule, deliver and measure their directly-sold and network-based ad inventory. It offers an intuitive and simple user experience with Google speed and a tagging process so publishers can spend more time working with their advertisers and less time on their ad management solution. And by providing detailed inventory forecasts and tracking at a very granular level, Ad Manager helps publishers maximize their inventory sell-through rates.
OpenX, the open source ad platform was quick to respond on why you should worry:
OpenX is not a publisher. We do not compete with you for advertisers.
OpenX is not an ad network. We do not use your data for our own benefit and not yours.
OpenX will ensure that online advertising is not controlled by a single entity.
It is nice to see open source keeping things balance!
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