OPENX + 费城媒体网络
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- OpenX Bidder
技术栈
- OpenX SSP solution
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Digital Expertise
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
- 系统集成
- 软件设计与工程服务
关于客户
本案例研究中的客户是费城媒体网络，其中包括Philly.com、费城问询报和费城每日新闻。他们以成为数字未来的技术领导者和创新者而自豪。他们致力于寻找渐进的方式来利用他们的数字平台获利，并正在寻找可以帮助他们最大化广告收入的解决方案。他们还希望更好地了解其广告资源的真正价值。
挑战
费城媒体网络 (Philadelphia Media Network) 旗下包括 Philly.com、普利策奖得主费城问询报和费城每日新闻，该公司正在寻找创新方式来将其数字平台货币化。他们采用的是一种老式的理念，将直销和程序化销售分开，这限制了他们的收入潜力。他们希望优化广告资源并最大化每次展示的收入，同时对广告资源进行战略性定价。他们还希望对直销进行基准测试并为销售人员提供更大的灵活性。
解决方案
Philadelphia Media Network 签约了 OpenX SSP 解决方案，随后实施了 OpenX Bidder。在看到这些解决方案取得成功后，他们希望进一步实现收入最大化。OpenX 建议利用 Bidder 在所有库存中进行竞争，包括通常为直销活动预留的展示次数。为了确保最佳设置，OpenX 聘请了一支专门的团队，包括收益分析师和解决方案架构师。为了缓解顾虑，OpenX 与 Philly 合作创建了一个受控的测试环境，专门针对他们的需求，包括密切监控销售率。这种设置对保证活动没有影响，使 Philly 能够对直销进行基准测试并为销售人员提供更大的灵活性。
运营影响
数量效益
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