公司规模
1,000+
国家
- Worldwide
产品
- MediaMath TerminalOne
- OpenX Bidder
技术栈
- Header Bidding
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 平台即服务 (PaaS) - 连接平台
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
本案例研究中的客户是希望通过广告活动覆盖更广泛受众的买家。这些买家通常是希望最大程度地扩大覆盖范围并确保不错过任何用户的广告商。他们有兴趣接触那些对顶级品牌表现出良好行为的高价值用户。这些买家很可能是覆盖范围广泛的大公司,因为他们正在使用 MediaMath 的 TerminalOne 和 OpenX 的 Bidder 等先进工具来增强其广告策略。他们很可能在全球范围内开展业务,因为这项研究涉及来自 OpenX Ad Exchange 的大量广告请求样本。
挑战
标头竞价是发布商页面上的一种流行集成,在调用发布商的广告服务器之前,它会将每次展示展示给程序化需求。它通常被认为是一种供应方工具,可帮助发布商创造更多竞争并了解其库存的真正价值。然而,标头竞价对买方的好处却很少被讨论。它为发布商和交易平台提供了卓越的技术集成,以访问有价值的库存。它还可以让买方能够接触到他们无法通过标准交易平台标签从发布商那里充分接触到的用户。MediaMath 和 OpenX 联手为买方测试了标头竞价。
解决方案
OpenX 从 OpenX 广告交易平台抽取了 9 亿个广告请求样本,发现了大量独立用户和匹配用户(MediaMath 和 OpenX 均可识别的用户)。MediaMath 选择了一个“高价值”受众群体,该群体表现出对顶级品牌有利的行为(其成功通过 MediaMath TerminalOne 营销操作系统衡量)。然后,这些用户被映射到匹配用户中,从而产生高价值用户的子集。结果表明,标头竞价使广告商能够竞争出版商库存的更大份额,通常包括直接销售的库存。广告商可以通过 MediaMath 的 TerminalOne 平台访问支持 OpenX Bidder 的出版商,以接触他们以前无法有效接触的新用户。
运营影响
数量效益
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