OpenX Case Studies Maximising Revenue Using OpenX Technology

Edit This Case Study Record

	Maximising Revenue Using OpenX Technology OpenX

Maximising Revenue Using OpenX Technology

OpenX

Technology Category	Platform as a Service (PaaS) - Connectivity Platforms
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Cloud Planning, Design & Implementation Services
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Technology Category

Platform as a Service (PaaS) - Connectivity Platforms

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Cloud Planning, Design & Implementation Services

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.

About 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.

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.

Impact #1	Condé Nast was able to implement programmatic trading and simplify the inventory sales process without eroding its core direct sales proposition.
Impact #2	The company was able to sell inventory at the best possible price, rather than to sell every impression.
Impact #3	Condé Nast was able to maintain its direct sales process in parallel and avoid diluting relationships with advertisers that buy direct.

Impact #1

Condé Nast was able to implement programmatic trading and simplify the inventory sales process without eroding its core direct sales proposition.

Impact #2

The company was able to sell inventory at the best possible price, rather than to sell every impression.

Impact #3

Condé Nast was able to maintain its direct sales process in parallel and avoid diluting relationships with advertisers that buy direct.

Benefit #1	Condé Nast’s programmatic advertising revenue has increased by over 50%.
Benefit #2	Out of Condé Nast’s top 100 programmatic advertisers, 60% are new clients.

Benefit #1

Condé Nast’s programmatic advertising revenue has increased by over 50%.

Benefit #2

Out of Condé Nast’s top 100 programmatic advertisers, 60% are new clients.

Download PDF Version

Overview

Maximising Revenue Using OpenX Technology

Operational Impact

Quantitative Benefit