OpenX Blog

Want to Try Your Own Hand at Buying Programmatic? Serve Yourself!

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By Sara Harnell – Director of Account Management, OpenX

Hardly a day goes by without an article touting the benefits of programmatic marketing. But what if your company can’t afford the cost of buying through a demand-side platform (DSP) or the resources to build your own real-time bidding engine? Does this mean you’re stuck on the programmatic sidelines?

The answer is fortunately no – thanks to self-serve programmatic, an equal-opportunity solution that lets all (legitimate) buyers get into the programmatic game.

OpenX has long offered a self-serve interface (OpenX Ad Exchange for Buyers) to allow buyers to create and manage their own programmatic campaigns. It’s an intuitive way for buyers to test the waters, and decide if they want to expand their budgets and resources to programmatic channels. It’s been quite successful with marketers in companies of all sizes that we’ve continued to build it out. Today’s it’s nothing short of a full-featured programmatic platform.

So the next question a reader considering programmatic for the first time may ask is: What should I look for in a self-serve option?

First and foremost, make sure that the ad exchange itself has access to plenty of multi-screen, high-quality audiences at scale. (OpenX has 65 of the comScore 100 publishers).

Second, make sure the interface is easy and intuitive so you don’t need a PhD in software engineering in order to use it. OpenX features icons for easy navigation and quick access to common tasks, breadcrumbs so you don’t get lost, Universal Search and a simple Action button for performing bulk operations. And a flexible dashboard lets you view various performance metrics for your orders, line items and ads.

Third, make sure it offers streamlined tools that have a direct impact on campaign creation and performance, such as day-parting, conversion tracking, hosted creatives, postal code targeting and the like.

Conversion tracking is especially important, given that a key benefit of programmatic is the way in which it allows you to do audience discovery. You want to track how the audiences you target respond to your ads, as well as which creative delivers the best response.

OpenX lets you do just that. You can easily create conversion tags that will track how consumers respond to the ads, as well add a piggyback beacon that is dropped with each conversion tag and collect additional information in your ad server.

Fourth, one of the best reasons to choose programmatic is the insights it provides into what works, and what disappoints. Make sure that your self-serve option has lots of reports for you to analyze (and pull at your pleasure).

Not to toot our own horn, but reports is one of the areas in which OpenX excels. You can pull campaign performance by geo (locations, DMA, state and city level), as well as domain, and easily block the underperforming domains straight from the report. And of course, you can generate performance reports by device and operating system.

Finally, select a partner that makes marketplace quality a top priority.  Traffic fraud has become a huge thorn in the digital ad industry.  Ensure that your partner has dedicated resources to remove suspicious activity from the inventory you’re buying.

As it happens, OpenX recently upgraded its self-serve interface for ad exchange buyers. You can learn more about it here.

The Truth About Traffic Quality: We Can Beat Fraud

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By Ian Davidson – Sr. Director of Platform Demand, OpenX

The spotlight on traffic fraud in the online ad space has shined more brightly in the past several months. The most recent warning came from the Wall Street Journal online, which ran an article titledA ‘Crisis’ in Online Ads: One-Third of Traffic Is Bogus.”

It’s another reminder of what we’re up against. The IAB estimates that 36% of all web traffic is bogus, “the product of computers hijacked by viruses and programmed to visit sites.” The cost to advertisers is staggering: some $6 billion in the US alone.   Continue reading

Publisher Intelligence for the Perfect Media-Cocktail

Dimo Velev – Regional Director DACH, OpenX

In a recent white paper, Programmatic Everywhere?, The Winterberry Group reported that 91% of advertisers and 85% of publishers say they expect to deploy programmatic strategies within the next two years. Even more startling: 91% of digital advertising participants surveyed say they expect to “use a programmatic approach to support audience segmentation.”

The message is clear: programmatic has morphed beyond automated digital inventory sales; it’s increasingly used to leverage the rich datasets that are a byproduct of programmatic to better understand customers.

Given the momentum of programmatic – and its focus on demographic, contextual and behavioral data – many publishers are wondering how to integrate their first-party audience data into automated buying models. They also want to understand which are the best models to go about it. Continue reading

OpenX and Digiday Research Shows Significant Growth for Programmatic Mobile

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Locke Truong – Director of Product Marketing, OpenX

You may recall a few weeks back that OpenX announced the launch of Native O|X, the first global programmatic platform dedicated to mobile-first native ads. Considering how new the whole concept of mobile app native advertising is, you could be forgiven for wondering if we were getting ahead of ourselves.

Actually, we spend a lot of time talking to buyers and sellers to see what they need now, and over the next few years (a veritable lifetime in our industry). We even go so far as to conduct formal research on critical market trends.

Continue reading

How the Fusion of Real-Time Advertising, Native and Mobile are Changing Digital Advertising

Rachel Adams  Marketing Director, EMEA

On April 2 at 12pm, OpenX will lead a panel at Advertising Week Europe titled How the Fusion of Real-Time Advertising, Native and Mobile are Changing Digital Advertising. We’ll bring industry leaders together to discuss how these three trends will combine to shape the digital advertising sector in the coming months and years.

One of the things that interests me most is the confluence of RTA, native and mobile, and what it means for advertisers who’ve been thwarted in their efforts to reach and engage consumers on their mobile devices.

It’s no secret that advertisers have their eyes on mobile; in 2013 61% of consumers in the UK carried smartphones; by 2016 that number will jump to 65%. More significantly, we’re never far from our mobiles, and use them simultaneously as we watch TV, use our laptops, and even shop in-store. Continue reading

3 Strategies to Tap into Global RTB Demand

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Amy Deavoll – Senior Marketing Manager, OpenX 

As we settle into 2014, it’s imperative to renew monetization strategies.  2013 confirmed that programmatic selling provides tremendous benefits with minimal effort.

However, to meet the rising demand for programmatic buying you must also safeguard your revenue, direct relationships, and brands.  Our new eBook provides three strategies for publishers looking to maximize their revenue with the help of real-time bidding.

Download our complimentary eBook and learn how you can:
•  Use price floors and sales controls to protect CPMs
•  Deploy whitelists and blacklists to minimize channel conflict
•  Protect your brand through multi-level controls

If you have been thinking about offering your unsold inventory to ad exchanges, this eBook will prove an invaluable guide.

Mapping Out the New Multi-Device Terrain

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Rachel Adams  Marketing Director EMEA, OpenX

Download Whitepaper

This week has been a particularly productive one spent at Mobile World Congress in Barcelona, seeing numerous mobile device launches, the announcement that following its acquisition by Facebook, WhatsApp will launch its voice calling service and many more exciting announcements. So the tech world has been extolling the virtues of mobile, but what of the mobile users in the real world? In time for the second day of the Congress, Nielsen brought out their research that Americans, Brits and Italians consistently use their smartphones more than desktop devices. For instance, Americans spend 34 hours 21 minutes on their mobiles each month, versus 26 hours and 58 minutes on desktop computers.

In order to meet the surge in smart device ownership, global digital ad spend is expected to grow from £72.2bn in 2013 to £99.5bn in 2016, according to eMarketer’s Worldwide Ad Spending Forecast. Spend on mobile has grown sharply too, sitting at £8.2bn in 2013 and projected to run to £22.4bn in 2016. For some time now, marketers have been focussing on creating the ‘multi-screen moment’ as the primary and most powerful form of engagement with users. Monterosa have enjoyed significant publicity for their play-along mobile app for the popular game show The Million Pound Drop. Continue reading

Make Your (Mobile) Voice Heard!

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Locke Truong – Director of Product Marketing, OpenX

Are native and video formats on mobile devices ever going to adapt to programmatic buying? How are companies measuring success?  Who’s ultimately responsible for defining native?

Last year, OpenX and Digiday teamed up to pioneer the industry’s first collective look at “Programmatic + Premium.” This year, we’re exploring how the industry is adjusting to mobile, and we invite you to share your experiences.

The combined results will help everyone in the digital ad ecosystem know where to focus their efforts in order to make programmatic mobile a reality.

OpenX will present the results at the Digiday Publishing Summit (March 17 – 19 in Vail, CO.). We need your input to tell the whole story. Take the What’s Next for Programmatic Mobile survey now.

And in return for less than 10 minutes of your time, you’ll receive full survey results, as well as a chance to win a free pass to a Digiday summit or a $500 gift card.

Top 4 Components of a Comprehensive Mobile Plan

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Mercedes Oz – Director of Demand Generation, OpenX 

Mobile is becoming ubiquitous, but the same cannot be said for mobile marketing strategies within organizations. Marketers find it difficult to build a strategy without securing executive support and budget, but they can’t secure support and budget without demonstrating past success.

Download this complimentary report entitled “The Mobile Marketing Playbook – A New Forrester Research Report” by Forrester Research, Inc. to reveal:

•  How to build a compelling business case to carve out a mobile budget
•  What metrics help predict results that support objectives
•  How a true mobile strategy affects other channels

As with any emerging channel, mobile will require testing, learning, and iterative growth to reach maturity. But you’re already missing opportunities if you’re waiting to evolve your own mobile maturity. Your customers are not willing to wait, and neither should you!

Airpush discusses partnership with OpenX, promising future for AirX

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OpenX and Airpush recently launched AirX, a private mobile ad exchange that combines the real-time bidding of OpenX with Airpush’s extensive network of Android apps. This new partnership creates a new world of programmatic opportunities and an installation base of approximately one-third of Android devices worldwide, making it a lucrative new resource for mobile advertisers. Seth Socolow, the senior vice president of Strategic Partnerships at Airpush recently spoke to the importance of the partnership and the various advantages it will provide for advertisers.

Q: OpenX and Airpush recently announced a new partnership to launch AirX, an ad exchange that’s exclusive to mobile app inventory. Why now?

A: I think there’s been a big shift that we’ve seen online in a move toward programmatic buys, and we’re seeing that rapidly following in mobile where more and more sales of mobile advertising are taking place programmatically. So it’s the perfect time to work together to allow programmatic buyers to buy Airpush inventory through the OpenX platform. Continue reading