Don’t Take Our Word for it: How Underdog Media Got 51% Higher CPMs with Header Bidding

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header bidding, case study, underdog media

Header bidding has become one of the most popular ad tech tools for publishers, and it’s not hard to see why. With a piece of Javascript, header bidding enables publishers’ pages to put out ad calls to all of its demand partners at once and evaluate programmatic and direct demand against one another in order to get higher CPMs.

But there’s no need to take our word for it. You can ask our clients too. Check out the case study below to find out how Underdog Media used header bidding to increase CPMs by a whopping 51% for its publisher clients.

The Problem

 

Underdog Media is a tech company that helps publishers drive incremental revenues by putting high-impact, user-friendly ads on their sites’ blank space. Underdog then sells the new ad slots to programmatic buyers using its own ad serving technology.

But heading into 2016, Underdog Media had a few problems. Thanks to its inefficient waterfall setup, Underdog was selling ad impressions beneath their true market value, as the daisy chain auction process often failed to reach the buyers willing to pay most for impressions.

The other problem was latency. Again, Underdog’s waterfall setup was the culprit. Every time an impression didn’t get a bid from one demand source, it would get passed to the next one, which meant it took a little bit more time for the page to load. This was doing more than damaging the user experience. It was also causing discrepancies between Underdog’s accounting and that of its demand partners, which meant Underdog often had to pay those demand partners back. That further damaged the effective CPMs Underdog was able to give its publisher clients and led to significant customer churn.

So how did header bidding help Underdog turn it around?

 

Within a year, Underdog increased its publishers’ CPMs by a whopping 51%, nearly eliminated discrepancy-based refunds, and reversed its churn problem. How did they do it? By teaming up with AppNexus and using an open source header bidding solution.

Check out the case study below to get the details and learn how header bidding can help your business. If you’d like to learn more, download our free white paper here.

 


Filed under AppNexus Updates, Case Studies.

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