Programmatic guaranteed deals are often positioned as “the best of both worlds” – publishers can get the benefits of direct deals, such as revenue and volume guarantees, yet they also get the efficiency of programmatic.
Recently, OpenX partnered with VICE on a programmatic guaranteed deal with a tier-1 pharma brand who wanted to lock quality video inventory during one of the most competitive times of the year.
The partnership ended up being a huge success for both VICE and the pharma brand, and after seeing the initial performance of the video inventory, the advertiser decided to allocate incremental funds, ultimately increasing spend by 400%.
Previously, we were unable to programmatically guarantee inventory for tier one pharma brands in either display or video environments due to creative restrictions and lack of capabilities in other exchange platforms. OpenX was able to quickly and effectively mitigate those challenges.
Alex Magee, Programmatic & Ad Platforms Manager at VICE
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.
