Advanced science. Smarter decisions. Superior monetization.

Whitepapers

These whitepapers are designed to educate all users of ad servers, from startups to seasoned professionals.

  • Programmatic + Premium: Current Practices and Future Trends

    This whitepaper looks at current industry practice with respect to programmatic trading, and tries to predict some future trends based on an examination of responses from more than 800 digital buyers, sellers and intermediaries who make this marketplace at once so vibrant and complex.

     

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  • The Publisher's Guide to Growing Online Ad Revenue

    This whitepaper takes a deep dive into OpenX’s product strategy for monetizing publisher inventory. For publishers to earn what their inventory is really worth, they need a platform that enhances their ability to develop a coherent revenue strategy, get the best price for their inventory, and increase efficiencies.

     

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  • White paper Data Equals Dollars
    Data Equals Dollars

    As advertisers become more sophisticated about using targeting to drive media buying decisions, the value of audience data has grown, creating an opportunity for publishers to develop their own consumer data and use it to increase ad revenue.  

    This whitepaper describes the steps publishers should take to develop targeted audience segments based on user data to drive up CPMs and sell-through rates. 

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  • White paper Total Cost of Ownership
    The Real Costs of Hosting your own Ad Server

    OpenX has calculated all the 'hidden' costs of hosting your own ad server. Understand the full range of costs such as technical infrastructure, soft-costs such as staff time, and risks associated with self-hosting...

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  • Demand Side Platforms: How Publishers Can Profit

    This white paper explains what DSPs are and how they work with online ad exchanges like OpenX Market. It reviews what opportunities they create for both advertisers and publishers and what publishers in particular can do to profit from them...

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  • Ad Networks vs. Ad Exchanges: How They Stack Up

    This whitepaper compares ad networks and ad exchanges from the perspective of web publishers looking to maximize their advertising revenue. It outlines the fundamentally different ways in which ad networks and ad exchanges sell publisher inventory, highlights the benefits of ad exchanges over ad networks in terms of driving up publisher revenue, and explains why an ad exchange is an essential component of every publishers’ monetization strategy...

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