February 15, 2018
Google & OpenX Release Study Showing Publisher Partners Experience 48% Revenue Lift Through Google Exchange Bidding Collaboration
The companies developed an advanced marketplace set up to bring high-impact, high quality demand to publishers globally
LOS ANGELES and NEW YORK — 15 February 2018 — OpenX and Google today announced the results of a year long collaboration with Google’s Exchange Bidding product, a server-to-server technology that enables greater dynamic competition for a publisher’s ad inventory. The results released today showed that existing OpenX publisher partners who enabled Exchange Bidding through the OpenX Exchange experienced an average 48% increase in programmatic revenue from OpenX.
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. More than 200 premium publisher partners are now receiving ads from OpenX via Google’s Exchange Bidding, and all OpenX partners utilizing the combined Exchange Bidding/OpenX Exchange offering have experienced higher revenue. Google also recently shared that publishers using Exchange Bidding have seen up to 40% uplift in programmatic revenue.
A key pillar of this partnership for both Google and OpenX is transparency. By providing greater clarity with Google passing the publisher’s DFP reserve price publishers know the exact value of their inventory and can drive up competition across all types of demand.
Benefits of the partnership include:
- Optimized Auctions: 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.
- Greater Access to Demand: The partnership unlocked incremental, 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.
- Higher Quality: 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.
- Increased Revenue: 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%.
“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.” Sam Cox, group product manager, DoubleClick.
“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 averaging 48% 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.” Jason Fairchild, co-founder, OpenX.
OpenX is focused on unleashing the full economic potential of digital media companies. We do this by making digital advertising markets and technologies that are designed to deliver optimal value to publishers and advertisers on every ad served across all screens.
At OpenX we have built a team that is uniquely experienced in designing and operating high-scale programmatic ad marketplaces. We are constantly looking for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.