February 23, 2016
OpenX Launches Bidder for Apps, Records Strong Growth in Mobile App Revenue
More monetization opportunities for mobile app inventory with new product capabilities
LOS ANGELES and NEW YORK and BARCELONA – February 23, 2016 – OpenX, a global leader in creating programmatic advertising marketplaces, today announced the launch of OpenX Bidder for Apps. As an extension of the leading bidder solution for desktop and mobile web, OpenX Bidder for Apps maximizes demand and increases competition for mobile app inventory, ultimately driving higher yield for mobile app publishers.
Bidder for Apps is built on the same trusted and proven technology as OpenX Bidder for desktop and mobile web, and helps publishers obtain the true value of each impression in real time, by having the OpenX Ad Exchange participate natively in the ad selection logic of their primary ad server.
“Extending our market leading bidder solution to the app environment is a natural next step as mobile rapidly becomes a larger part of the pie for publishers and OpenX alike,” said Justin Re, Director of Product Management at OpenX. “Bidder for Apps leverages our unique depth of knowledge on the mechanics of header bidding technology, which produces sustained revenue lifts from 20 to 50 percent for our desktop and mobile web publishers; we’re excited to now offer a product that will deliver equally exceptional results for our mobile app publishers.”
OpenX previously announced 100 percent year-over-year growth in mobile along with record revenue and net income profitability for 2015. Over the past six months, the company’s mobile app revenue increased approximately 300 percent, and OpenX is now successfully monetizing many of the top app publishers in the world, returning 50 percent higher CPMs on mobile app than on mobile web.
“Since incorporating OpenX into our demand stack last year, we’ve seen a great fill rate and a steady climb in revenue. As a result we’ve continually adjusted their position in our stack to a higher priority,” said Steve Gendreau, AdOps Manager at Under Armour Connected Fitness.
To further meet the monetization needs of mobile app publishers, the OpenX app solution includes a new feature that allows multiple ad networks to compete simultaneously with real-time buyers in the OpenX Ad Exchange, significantly reducing latency and potential opportunity costs that arise with traditional, waterfall network mediation. The addition of this new feature, along with Bidder for Apps, ensures an optimal advertising set up for app publishers and developers.
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.
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.