OpenX

Kiplinger, a leader in personal finance news and business forecasting, was looking to expand their monetization strategy. They were attracting 4.5 million unique visits and 30 million page views per month, but they hadn't scaled their Private Marketplaces (PMP) business and wanted a partner who would bring in unique demand. After surveying 100 top websites and their header bidding partners, Kiplinger decided to sign on with OpenX’s header bidding solution.

Venatus Media, Europe’s leading entertainment sales house, was in search of a trusted header bidder solution that could lead to significant revenue growth. The company, which boasts a portfolio containing the world’s biggest entertainment gaming sites and apps, reaching a global audience of over 100 million, needed a strategic partner to optimize yield. They identified OpenX as a top-tier SSP header bidder relationship and decided to engage them for their needs.

Liftoff is a full-service mobile marketing platform that focuses on user acquisition and retargeting across all app store categories. The company's primary focus is optimizing their campaigns for cost per acquisition (CPA) by targeting users who will engage with the app post-install. Liftoff helps their advertisers tackle two main challenges: building an engaged user base and getting the most effective ad creative for their campaigns. They leverage their database of over 2 billion user devices to predict user engagement and drive post-install performance. Liftoff places tremendous value on bidding intelligently and relies on quality signals from supply partners to make informed bidding decisions.

Amobee, a demand-side platform, provides technology that allows advertisers to centralize, act on, and understand their data in an omnichannel environment. The platform provides real-time, event-level user data to help buyers make informed buying decisions. However, one of the challenges faced by Amobee was the need to surface premium inventory for their buyers. This was achieved by utilizing Private Marketplaces (PMPs). The OpenX team worked closely with Amobee to identify segments of supply that align with their clients' specific success metrics, such as viewability. Another challenge was scaling PMPs, which was addressed by packaging multiple publishers' supply into one Deal ID per deal, thereby streamlining inventory for more efficient bidding.

Header bidding is a popular integration on a publisher's page that exposes each impression to programmatic demand before the publisher's ad server is called. It is often considered a supply-side tool, helping publishers create more competition and understand the true value of their inventory. However, the benefits of header bidding for buyers are less discussed. It offers a superior technical integration between the publisher and the exchange to access valuable inventory. It can also give buyers the ability to reach users that they were unable to adequately reach from publishers on standard exchange tags. MediaMath and OpenX teamed up to put header bidding to the test for the buy side.

Philadelphia Media Network, which includes Philly.com and Pulitzer Prize-winning Philadelphia Inquirer and Philadelphia Daily News, was looking for innovative ways to monetize their digital platforms. They were operating under an old-school philosophy that separated direct sales and programmatic sales, which was limiting their revenue potential. They wanted to optimize their ad inventory and maximize revenue for every impression while strategically pricing their inventory. They were also interested in benchmarking their direct-sold and providing their sales staff with more flexibility.

CarGurus, a leader in providing online consumers with information to make smart car shopping decisions, was facing a challenge in finding the right balance for their traditional IO business and programmatic business. They were looking for ways to maintain ad quality while increasing competition from buyers at scale. Over the past 18 months, CarGurus had experienced massive impression growth but struggled to optimize to the best yield and fill rates without a platform solution. They also had concerns about viewability and latency in ad load.

Purch, a digital brand and service portfolio company, connects over 100 million monthly users with marketers, driving $1 billion in commerce transactions annually. After initial success, Purch wanted to leverage the OpenX Exchange in a bigger way, to increase demand and visibility for their valuable impressions. As an innovator in monetization strategies, Purch was one of the first publishers to invest in header bidding. However, they needed a partner to take them to the next level in yield optimization.

Intermarkets, a collection of quality digital publishers including The Drudge Report and The Political Insider, was looking for ways to increase revenue without compromising the user experience. They wanted to explore new opportunities for their brands and were particularly interested in improving ad quality and page load times. However, they were facing challenges with their existing ad server, which was causing ad delivery and latency issues. Switching ad servers was a daunting task, often compared to switching out the plumbing in a house. Intermarkets needed a solution that would not only increase revenue but also ensure a high-quality user experience for their 30M+ monthly unique users.

Condé Nast recognised the shift in digital ad spend towards programmatic trading and needed to make its inventory available programmatically across its online publications. The challenge was to implement programmatic trading and simplify the inventory sales process without eroding its core direct sales proposition. The aim was to sell inventory at the best possible price, rather than to sell every impression. Another challenge was to ensure brand safety and ad quality. Condé Nast is very selective about the advertisers it works with and advertising must be effective from both an editorial and a commercial perspective. The company needed to implement safeguards when trading programmatically to ensure that the advertising enhances the reader’s experience rather than interrupting it.

Under Armour Connected Fitness (UACF) has a suite of health and fitness apps available for iOS and Android, including UA Record, MapMyRun, Endomondo and MyFitnessPal. These apps offer comprehensive tools to track health across five main areas: activity, nutrition, fitness, and sleep. With a community of 160 million registered users, UACF was looking for a way to maximize their revenue from these apps. They began working with OpenX in November 2015 in support of their MyFitnessPal Android app. OpenX was promoted to the top tier of MyFitnessPal’s demand stack in January 2016 due to its strong performance.

JustPremium, a global marketplace for Rich Media advertising, was experiencing growth and needed a trusted tech partner to help them scale in the US market and overseas. They required a partner that could adapt to their specific needs due to the unique nature of their formats and products. A customized technical setup was necessary for the easy buying of unique ad units and for improving ad auction speed.

M&C Saatchi Mobile, a mobile-first media agency, was working with a major consumer tech advertiser who had previously run desktop-heavy campaigns but hadn't seen comparable mobile results. The agency wanted to test the value of programmatic mobile web in a holistic, direct response conversion flow. They also wanted to test only high-quality, premium mobile inventory. The campaign was run exclusively through the OpenX Exchange for a month. The goal was to answer two questions: What role, if any, does mobile web play as a touchpoint in the conversion funnel? How does implementing mobile web impact overall campaign performance?