Today, Qasim Saifee, GM Media Services, and other execs from OpenX conducted breakout sessions at the IAB Networks & Exchanges conference in NY. In two back-to-back presentations–one for publishers and one for ad buyers–they revealed new information about OpenX Market’s explosive growth:

  • 450 Million global unique users
  • 180 Million US unique users
  • 30 B Monthly Impressions
  • Major publishers like Huffington Post, Business Insider, IMDb, eHarmony, and the Hollywood Reporter
  • All major DSPs and trading desks actively buying including AppNexus, Turn, Vivaki, and adnetik.
OpenX Market is integrated into the ad server to max yield

OpenX Market is integrated into the ad server

In the presentation for publishers, private ad exchanges were a hot topic, with audience members asking about how OpenX Market powers private trading. Saifee explained that publishers can control what inventory is sold, minimum prices, who can buy, and acceptable ad creative–so they can get higher yields while maintaining tight control.

Two case studies were highlighted, both showing that OpenX Market outperformed traditional yield optimization services and other ad exchanges by 30-75%.

In the presentation for ad buyers, the audience asked about transparency and brand safe inventory. Saifee explained how OpenX provides demand partners full domain level reporting, so they can optimize their campaigns to improve ROI. Plus he noted that advertisers can now target the 40% of inventory running through OpenX Market that is now officially tagged as BrandSafe.

Bazi ran brand campaign on OpenX Market

Bazi ran brand campaign on OpenX Market

So are brand dollars moving into ad exchanges or are performance marketers dominating the buying? A case study showing that Bazi Energy drink launched a major brand campaign on OpenX Market and increased sales by 30% and branded search terms by 400% helped answer that one.

Download the presentation for ad buyers here:iab-nets-demand
Download the presentation for publishers here: iab-ad-nets-pubs

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