Maximising Revenue Using OpenX Technology
Company Size
1,000+
Region
- Europe
Country
- United Kingdom
Product
- OpenX Ad Exchange
- OpenX’s Bidder technology
Tech Stack
- Programmatic ad trading
- Digital advertising technology
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Cloud Planning, Design & Implementation Services
About The Customer
Condé Nast is a premier media company renowned for producing the highest quality content for the world's most influential audiences. The company attracts more than 164 million consumers across its 19 brands and media: Allure, Architectural Digest, Ars Technica, Bon Appétit, Condé Nast Traveler, Epicurious, Glamour, Golf Digest, GQ, Pitchfork, Self, Teen Vogue, The New Yorker, Vanity Fair, Vogue, W and Wired, among others. The company’s award-winning content reaches 84 million consumers in print, 367 million in digital and 379 million across social platforms, and generates more than 1 billion video views each month.
The Challenge
Condé Nast recognised the shift in digital ad spend towards programmatic trading and needed to make its inventory available programmatically across its online publications. The challenge was to implement programmatic trading and simplify the inventory sales process without eroding its core direct sales proposition. The aim was to sell inventory at the best possible price, rather than to sell every impression. Another challenge was to ensure brand safety and ad quality. Condé Nast is very selective about the advertisers it works with and advertising must be effective from both an editorial and a commercial perspective. The company needed to implement safeguards when trading programmatically to ensure that the advertising enhances the reader’s experience rather than interrupting it.
The Solution
Condé Nast partnered with OpenX to leverage its established position as a trusted ad exchange. OpenX’s Ad Exchange allowed Condé Nast to sell a portion of its inventory programmatically at the highest possible rate, while also maintaining its direct sales process in parallel and avoiding diluting relationships with advertisers that buy direct. OpenX’s technology enabled Condé Nast to implement brand safety measures when trading programmatically. By using white lists and black lists for particular brands or categories, Condé Nast could specify which advertisers were appropriate for individual sites. OpenX’s quality control is built into the foundation of their Ad Exchange, giving publishers the ability to systematically block individual buyers, creative, and content categories.
Operational Impact
Quantitative Benefit
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