Openx + Philadelphia Media Network
Company Size
1,000+
Region
- America
Country
- United States
Product
- OpenX Bidder
Tech Stack
- OpenX SSP solution
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Digital Expertise
- Revenue Growth
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Software Design & Engineering Services
- System Integration
About The Customer
The customer in this case study is the Philadelphia Media Network, which includes Philly.com, the Philadelphia Inquirer, and the Philadelphia Daily News. They pride themselves on being a tech leader and innovator in the digital future. They are committed to finding progressive ways to monetize their digital platforms and were looking for a solution that could help them maximize their ad revenue. They were also interested in gaining a better understanding of the true value of their ad inventory.
The Challenge
Philadelphia Media Network, which includes Philly.com and Pulitzer Prize-winning Philadelphia Inquirer and Philadelphia Daily News, was looking for innovative ways to monetize their digital platforms. They were operating under an old-school philosophy that separated direct sales and programmatic sales, which was limiting their revenue potential. They wanted to optimize their ad inventory and maximize revenue for every impression while strategically pricing their inventory. They were also interested in benchmarking their direct-sold and providing their sales staff with more flexibility.
The Solution
Philadelphia Media Network signed on with the OpenX SSP solution and later implemented OpenX Bidder. After seeing success with these solutions, they wanted to further maximize their revenue. OpenX suggested leveraging Bidder to compete across all inventory, including impressions typically reserved for direct-sold campaigns. To ensure the best possible setup, OpenX brought in a dedicated team, including a yield analyst and solutions architect. To alleviate concerns, OpenX worked with Philly to create a controlled testing environment, specific to their needs, including close monitoring of sell-through rates. This setup had no impact on guaranteed campaigns and gave Philly the ability to benchmark direct-sold and provide sales staff with more flexibility.
Operational Impact
Quantitative Benefit
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