OpenX > Case Studies > Header Bidding: Access to High-Value Users

Header Bidding: Access to High-Value Users

Company Size

1,000+

Country

Worldwide

Product

MediaMath TerminalOne
OpenX Bidder

Tech Stack

Header Bidding

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Brand Awareness
Customer Satisfaction

Technology Category

Platform as a Service (PaaS) - Connectivity Platforms

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

About The Customer

The customers in this case study are the buyers who are looking to reach a wider audience through their advertising efforts. These buyers are typically advertisers who are looking to maximize their reach and ensure no users are missed. They are interested in accessing high-value users who have shown actions favorable to top brands. These buyers are likely to be large companies with a wide reach, as they are using advanced tools like MediaMath's TerminalOne and OpenX's Bidder to enhance their advertising strategies. They are likely to be operating on a global scale, as the study involves a large sample of ad requests from the OpenX Ad Exchange.

The Challenge

Header bidding is a popular integration on a publisher's page that exposes each impression to programmatic demand before the publisher's ad server is called. It is often considered a supply-side tool, helping publishers create more competition and understand the true value of their inventory. However, the benefits of header bidding for buyers are less discussed. It offers a superior technical integration between the publisher and the exchange to access valuable inventory. It can also give buyers the ability to reach users that they were unable to adequately reach from publishers on standard exchange tags. MediaMath and OpenX teamed up to put header bidding to the test for the buy side.

The Solution

OpenX took a sample of ad requests (900M) from the OpenX Ad Exchange and found a significant number of unique users and Matched Users (users identifiable to both MediaMath and OpenX). MediaMath selected a “high-value” audience pool that had shown actions favorable to top brands (whose success was measured through the MediaMath TerminalOne Marketing OS). These users were then mapped across the Matched Users, resulting in a subset of High-Value Users. The results showed that header bidding gives advertisers the ability to compete for a greater share of a publisher’s inventory often including that which is direct-sold. Advertisers can access OpenX Bidder enabled publishers through MediaMath’s TerminalOne Platform, to reach new users that they were unable to efficiently reach before.

Operational Impact

Buyers can more effectively access High-Value users through header bidding than on publishers that are only integrated through exchange tags.
Header bidding adds new users to the pool of known users, providing buyers additional reach.
Header bidding gives advertisers the ability to compete for a greater share of a publisher’s inventory often including that which is direct-sold.

Quantitative Benefit

Of the Matched Users, OpenX Bidder adds 24% more users on top of what tag-based already provided.
Of all users in the ad request sample, OpenX Bidder adds one more new user for every 24 opportunities to engage with a customer.