1OpenX © 2018 | All information is proprietary and confidential.
Digital advertising has evolved rapidly in the last 24 months. Against this
backdrop of immense change and technological advancement, publishers
are seeking deeper and more trusted engagements with monetization
partners committed to delivering the highest performance, best quality
and most transparent global advertising marketplace. In order to help
publishers best navigate the evolving programmatic landscape to ensure
the highest performance for their inventory, OpenX began partnering
with Google in 2016 to build a more transparent programmatic
ecosystem designed to deliver superior performance, efficiency and ease
for publishers on a global scale.
Over the past year, OpenX in collaboration with Google has helped
develop an advanced marketplace for publishers to truly maximize
performance. The initial results offer an important proof point on the
power of openness and industry collaboration.
GOOGLE EXCHANGE BIDDING + OPENX CASE STUDY:
Delivering Increased Demand and Value for Publishers Globally
Jason Fairchild Co-Founder, OpenX
“We are thrilled with the progress we made in our
partnership with Google in the past year towards
bringing high-impact, high quality programmatic
demand to publishers globally. Our partnership allows
every demand source to compete fairly within the
final DFP auction, representing the first truly unified
auction capability the market has ever seen. The results
from just our first full year of partnership delivered
incremental lift to every single publisher participant,
further highlighting the value of our long standing
commitment to quality. These tenets continue to drive
advertiser trust and differential advertiser spend
into the OpenX Exchange to the direct benefit of our
publisher partners.”
Delivering for Publishers
2OpenX © 2018 | All information is proprietary and confidential.
© 2018 OpenX Technologies. All rights reserved.
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Today, more than 200 premium publisher partners are receiving ads from OpenX via Google’s Exchange Bidding, Google’s server-to-server technology
that enables greater dynamic competition for a publisher’s ad inventory. The results have been significant. All of the OpenX partners utilizing the
combined Exchange Bidding/OpenX offering have experienced higher revenue. Google recently shared that publishers using Exchange Bidding
have seen up to 40% uplift in programmatic revenue. Here is how OpenX and Google partnered to deliver greater revenue for publishers globally:
*Existing OpenX publisher partners who enabled Exchange Bidding through the OpenX exchange experienced an average 48% increase in
programmatic revenue from OpenX.
1.) The partnership unlocked incremental and unique access to demand
sources, providing publishers who combine Exchange Bidding and
OpenX with access to major advertisers globally, including 100% of the
AdAge top 100.
2.) This partnership allows publishers to benefit from OpenX’s strong
commitment to ad quality which meant publishers who utilized OpenX
within Exchange Bidding did not experience a single ad quality violation
or escalation from OpenX ads during the fourth quarter of 2017.
3.) Existing OpenX publisher partners who enabled Exchange Bidding
through the OpenX Exchange experienced an average 48% increase in
programmatic revenue from OpenX. The top 20 publishers experienced
an average revenue lift from OpenX of more than 130%.
4.) A key pillar of the partnership for both Google and OpenX is
transparency. In particular, by providing greater clarity with Google
passing the publisher’s DFP reserve price, dynamic demand partners are
empowered to compete against direct campaigns, enabling publishers to
know the exact value of their inventory and drive up competition across
all types of demand.
5.) As a member of the Google Exchange Bidding Steering Committee,
OpenX provided important feedback to optimize Exchange Bidding
for all participants. Chief among these included creating an open and
transparent unified auction. All Exchange Bidding buyers submit their
final bid to compete in a unified auction that selects the highest price,
enabling publishers to earn the highest price for their inventory.
BENEFITS OF OPENX+ GOOGLE EXCHANGE BIDDING
+48% AVERAGE REVENUE GROWTH*
Sam Cox Group Product Manager, DoubleClick
“We built Exchange Bidding on a foundation of
trust and transparency, allowing us to collaborate
openly to create an efficient solution that increases
publisher revenue and advertiser opportunity. We
understand that every exchange provides different
value to publishers and advertisers and that’s
why we’ve partnered with leading exchanges like
OpenX, who are technically savvy, have a high
bar for integrity, and are able to add value to the
ecosystem, to help publishers get the most out of
every impression.”
Results speak louder than words
