OpenX, a global leader in driving superior monetization for publishers, today announced significant growth in header bidding and mobile, two of the strongest trends in programmatic advertising marketplaces today. During the first quarter of 2016, OpenX also introduced real-time guaranteed (RTG), an innovative new buying model, launched OpenX Bidder for Apps and announced the first server-to-server container solution to better manage multiple header bidding tags.
Tim Cadogan, CEO of OpenX said, “Q1 has been all about cranking our already leading position in header bidding, continuing our intense focus on building the highest quality marketplace, massively scaling our mobile business and laying the foundations for new business models like real-time guaranteed / RTGTM – all so that we can deliver on our mission to maximize revenue for our publishing customers. We’re pleased we’ve made such a strong start to the year and are immensely excited about the value we can create for our customers in the remainder of 2016.”
In the first three months of 2016, OpenX header bidding increased 300% year-over-year. In head-to-head comparisons, OpenX Bidder generated 95% more revenue than the average header bidding partner, and OpenX had the highest revenue contribution for 89% of publishers. OpenX header bidder clients, on average, experience sustained revenue lifts ranging from 20% to more than 50%.
By the end of the first quarter, mobile constituted over 50% of OpenX total global volume, a 180% increase from the previous year. OpenX returns 50% higher CPMs on mobile app than on mobile web. As part of the company’s commitment to driving superior monetization across all digital environments, OpenX launched OpenX Bidder for Apps in February of this year. OpenX Bidder for Apps maximizes demand and increases competition for mobile app inventory, ultimately driving higher yield for mobile app publishers. Further signaling an investment and commitment to mobile, OpenX is now a certified Accelerated Mobile Pages (AMP) Project partner enabling publishers and their consumers to benefit from a faster and unencumbered user experience.
Innovative New Buying Models
In February 2016, OpenX debuted real-time guaranteed (RTG) the industry’s first solution to enable direct, guaranteed deals executed over programmatic technology with audience syncing and precise forecasting. RTG combines the business terms of direct-sold deals with the benefits of real-time bidding technology, giving publishers the certainty of guaranteed demand and advertisers priority access to premium inventory through a programmatic channel. As the first industry solution providing publishers and buyers with choice, certainty and priority for both inventory and audience, RTG creates a new revenue stream for premium placements.
Earlier this year, OpenX reported net revenue of $140 million, positive net income, and 40% organic year-over-year growth for FY 2015. In 2016 OpenX has seen further acceleration across the board.