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 o