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How OpenX Bidder became Philly.com’s “2nd best salesperson”

Key Results

  • 2X growth on OpenX CPMs
  • 300% increase in PMP as part of programmatic revenue mix
  • Ability to benchmark direct-sold rate cards
  • Coordinated revenue lift on non-OpenX inventory

Publishers often think of direct sales and programmatic sales as two separate entities, an old-school philosophy that limits unlocking their maximum revenue potential. Philly.com optimized OpenX Bidder to compete for all inventory, resulting in overall ad revenue increases and a better understanding of the true value of their ad inventory.

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