AdBrite has opened a marketplace — not for advertising or ad inventory, but for the technology that helps target advertising.

The Open Targeting Exchange is open to all technology providers that compete against each other for the right to serve ads on AdBrite's network. Providers are able to see what pages and ads are available, then show AdBrite what ads would work for a page's target audience.

Since all of this happens behind the scenes, AdBrite says the process behind its OTX should remain unnoticed by publishers and advertisers, who will ideally only see increased revenue and conversions.

AdBrite expects that effectively "outsourcing" the technology to third-party experts will ultimately yield a better experience for advertisers and publishers. Two providers currently participating in OTX are Lucid Media and Personifi.