February 04, 2016
OpenX and Purch Expand Header Bidding Partnership
Increased demand and expert yield management drives 400% lift in OpenX-driven monthly revenue
Los Angeles and New York – February 8th, 2016 – OpenX, a leader in creating programmatic advertising marketplaces, and Purch, a digital content and commerce company that reaches 100 million consumers and businesses monthly, today announced an expanded partnership with the successful integration of the OpenX header bidding solution into Purch’s monetization strategy. The OpenX header bidding solution exposes each impression to maximum demand thereby increasing competition and helping publishers realize the true value of every impression in real time.
Purch, whose portfolio includes Tom’s Guide, Top Ten Reviews, and ShopSavvy – sites and services that help millions of people make smarter purchases – has built one of the leading header bidding technology platforms, RAMP, to manage a significant number of demand sources, including OpenX. Purch integrated OpenX Bidder as part of its robust digital advertising strategy across desktop and mobile web properties. Working closely with the OpenX Account and Yield Management teams, Purch recorded a greater than 400 percent lift in OpenX-procured monthly revenue with OpenX Bidder over the course of the past year.
“As one of the first publishers to invest in header bidding, we chose a partner who shares our progressive approach to monetization. With a dedicated OpenX yield analyst, we saw a 30 to 40 percent lift in revenue from OpenX Bidder in just a few weeks,” said Marc Ropelato, Director of Programmatic Revenue at Purch. “As we continue to grow our portfolio, we are confident in OpenX and their team’s ability to provide superior, hands-on support complementing our monetization strategy.”
“At OpenX, we work directly with our publishers’ ad ops teams to optimize their monetization strategy based on their specific business needs. Since Purch first integrated the OpenX Bidder solution in 2013, our yield analysts have worked collaboratively with their team to leverage header bidding to uncover and introduce forward-thinking approaches to increasing competition and yield across their digital properties. We look forward to continually expanding our joint effort as new technologies emerge and their business strategy evolves,” said Qasim Saifee, SVP of Monetization at OpenX.
Purch is a portfolio of digital brands that helps make buying decisions easy for 100 million consumers and businesses monthly. Its respected sites such as Top Ten Reviews, Tom’s Guide, Tom’s Hardware, and Live Science natively integrate commerce and content in more than 1000 product categories so consumers can make better choices before, during, and after an important purchase. The company helps marketers achieve their branding and performance objectives in a high-quality, brand-safe context. Its sites connect in-market shoppers with more than 7,000 marketers and sellers, driving industry-leading conversion rates and $1 billion in commerce transactions annually. Purch is a high-growth, privately held company with more than 350 employees and offices across the U.S. and Europe. For more information on Purch, visit www.purch.com or follow the company on Twitter, LinkedIn, and Facebook.
OpenX exists to help publishers grow their businesses by monetizing great content. We do this by creating highly efficient, high quality programmatic advertising marketplaces that deliver optimal value to all buyers and sellers of digital advertising.
Today, OpenX operates one of the largest, most efficient and highest quality programmatic markets in the world. Our single stack system also encompasses a complete supply side platform powered by the unique OpenX Demand Fusion technology that merges network and Real-Time Bidding, and a comprehensive ad server.
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.