OpenX Bidder Becomes Philly.com’s “2nd Best Salesperson”
Summary
2X growth on OpenX CPMs.
300% increase in PMP as part of programmatic revenue mix.
Ability to benchmark direct-sold rate cards.
Coordinated revenue lift on non-OpenX inventory.
How OpenX Bidder Becomes Philly.com’s “2nd Best Salesperson”
Publishers often think of direct sales and programmatic sales as two separate entities, an old-school philosophy that limits unlocking their maximum revenue potential. Philly.com optimized OpenX Bidder to compete for all inventory, resulting in overall ad revenue increases and a better understanding of the true value of their ad inventory.
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