OpenX, a global leader in creating programmatic advertising marketplaces, and Kiplinger, a leading personal finance news and business forecasting publication with over 4.5 million unique monthly readers, today announced the expansion of their partnership to begin testing real-time guaranteed (RTG) on the heels of successful header bidding and private marketplace (PMP) implementations.
“Real-time guaranteed gives premium publishers, like Kiplinger, another innovative way to offer their high quality inventory to buyers and brands in a way that builds lasting relationships, while also ensuring they receive the full value of their inventory,” said Jason Fairchild, co-founder and chief revenue officer at OpenX. “The material impact Kiplinger has already experienced with OpenX Bidder and our private marketplace offering makes setting up guaranteed deals a natural next step to further enhancing their monetization strategy.”
Kiplinger selected OpenX as a header bidding partner after surveying the partners of 100 top digital publishers last year. OpenX Bidder is Kiplinger’s most lucrative header bidder to date and was the first to deliver the scale and return that the publisher was seeking. Kiplinger then incorporated OpenX Private Marketplaces into their monetization strategy to scale their PMP business with a focus on bringing in unique demand. By leveraging multi-publisher PMP deals and custom deals, which produced higher win rates and CPMs at scale, Kiplinger saw an impressive tripling of spend on their inventory.
Building on the momentum achieved with header bidding and PMP, implementing RTG into their monetization strategy gives Kiplinger the ability to secure guaranteed volume commitments at a price that most accurately represents the true value of their premium inventory.
“OpenX continuously outperforms others in our stack at scale and we’re extremely impressed by the measurable results they’ve brought us,” said Michael Roche, advertising operations manager at Kiplinger.
“We’re excited to be at the forefront of programmatic direct by being one of the first to test real-time guaranteed,” added Andy Nolen, advertising operations director at Kiplinger.
The full Kiplinger case study is available at this link here.
For over 90 years, Kiplinger has been an innovator in providing trusted, authoritative financial advice. Today Kiplinger continues to deliver practical guidance on all stages of life, from investing and retirement to financial planning and business forecasting. Kiplinger reaches an actionable audience with the latest finance news and informed editorial.
OpenX is focused on unleashing the full economic potential of digital media companies. We do this by making digital advertising markets and technologies that are designed to deliver optimal value to publishers and advertisers on every ad served across all screens.
At OpenX, we have built a team that is uniquely experienced in designing and operating high-scale ad marketplaces, and we are constantly on the lookout for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.