OpenX Case Studies Openx + Philadelphia Media Network

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	Openx + Philadelphia Media Network OpenX

Openx + Philadelphia Media Network

OpenX

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
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. Read More
About 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. Read More
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. 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

Software Design & Engineering Services

System Integration

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.

About 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.

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.

Impact #1	The implementation of OpenX Bidder allowed Philly.com to compete for all inventory, resulting in overall ad revenue increases.
Impact #2	The controlled testing environment created by OpenX allowed Philly.com to closely monitor sell-through rates.
Impact #3	The setup had no impact on guaranteed campaigns and gave Philly the ability to benchmark direct-sold.

Impact #1

The implementation of OpenX Bidder allowed Philly.com to compete for all inventory, resulting in overall ad revenue increases.

Impact #2

The controlled testing environment created by OpenX allowed Philly.com to closely monitor sell-through rates.

Impact #3

The setup had no impact on guaranteed campaigns and gave Philly the ability to benchmark direct-sold.

Benefit #1	2X growth on OpenX CPMs
Benefit #2	300% increase in PMP as part of programmatic revenue mix

Benefit #1

2X growth on OpenX CPMs

Benefit #2

300% increase in PMP as part of programmatic revenue mix

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Overview

Openx + Philadelphia Media Network

Operational Impact

Quantitative Benefit