First-party data is accurate, safe, and for publishers, will always be useful in helping maximize yield and ad revenue. But frustrated by current technology, most publishers see a big future for first-party data, just not right now.
A current OpenX survey showed that a whopping 85 percent of publishers consider 1P data to be an important key to future revenue, yet they were mixed on how they were using it today. Only 21 percent say it is “very important” to revenue today, but more than 50 percent say it will be “very important” going forward.
Take a look at our infographic below to learn more. To find out how OpenX can help you make the most of your first-party data, email our team at pubdev@openx.com and we’ll get started right away.
The survey was conducted in July 2021 with 123 respondents across direct publishers, networks and sales houses. 60 percent of respondents had over 500M ad requests a month, and the publishers covered desktop (94 percent of respondents), mobile app (55 percent) and CTV (18 percent).
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.
