利用 OpenX 技术实现收入最大化
公司规模
Large Corporate
地区
- Europe
国家
- United Kingdom
产品
- OpenX Ad Exchange
- OpenX’s Bidder technology
技术栈
- Programmatic ad trading
- Digital advertising technology
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
技术
- 平台即服务 (PaaS) - 连接平台
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 云规划/设计/实施服务
关于客户
Condé Nast 是一家顶级媒体公司，以向全球最具影响力的受众提供最高质量的内容而闻名。该公司通过其 19 个品牌和媒体吸引了超过 1.64 亿消费者：Allure、Architectural Digest、Ars Technica、Bon Appétit、Condé Nast Traveler、Epicurious、Glamour、Golf Digest、GQ、Pitchfork、Self、Teen Vogue、The New Yorker、Vanity Fair、Vogue、W 和 Wired 等。该公司屡获殊荣的内容通过印刷版触达 8400 万消费者，通过数字版触达 3.67 亿消费者，通过社交平台触达 3.79 亿消费者，每月视频观看次数超过 10 亿次。
挑战
Condé Nast 意识到数字广告支出正在向程序化交易转变，因此需要通过程序化方式在其在线出版物中提供库存。挑战在于实施程序化交易并简化库存销售流程，同时又不损害其核心直销主张。目标是以最优价格出售库存，而不是出售每一次展示。另一个挑战是确保品牌安全和广告质量。Condé Nast 对合作的广告商非常挑剔，广告必须从编辑和商业角度都有效。该公司需要在程序化交易时实施保障措施，以确保广告能够提升读者的体验，而不是打断读者的体验。
解决方案
Condé Nast 与 OpenX 合作，充分利用其作为值得信赖的广告交易平台的既有地位。OpenX 的广告交易平台让 Condé Nast 能够以尽可能高的价格以程序化方式出售部分库存，同时还能同时保持其直接销售流程，避免削弱与直接购买广告商的关系。OpenX 的技术使 Condé Nast 能够在程序化交易时实施品牌安全措施。通过使用特定品牌或类别的白名单和黑名单，Condé Nast 可以指定哪些广告商适合各个网站。OpenX 的质量控制内置于其广告交易平台的基础中，使发布商能够系统地屏蔽单个买家、创意和内容类别。
运营影响
数量效益
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