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How Amobee and OpenX curate premium inventory for buyers

Technology Category
  • Analytics & Modeling - Real Time Analytics
  • Platform as a Service (PaaS) - Data Management Platforms
Applicable Functions
  • Sales & Marketing
Use Cases
  • Demand Planning & Forecasting
  • Inventory Management
Services
  • Data Science Services
The Challenge
Amobee, a demand-side platform, provides technology that allows advertisers to centralize, act on, and understand their data in an omnichannel environment. The platform provides real-time, event-level user data to help buyers make informed buying decisions. However, one of the challenges faced by Amobee was the need to surface premium inventory for their buyers. This was achieved by utilizing Private Marketplaces (PMPs). The OpenX team worked closely with Amobee to identify segments of supply that align with their clients' specific success metrics, such as viewability. Another challenge was scaling PMPs, which was addressed by packaging multiple publishers' supply into one Deal ID per deal, thereby streamlining inventory for more efficient bidding.
About The Customer
Amobee is a demand-side platform that provides technology for advertisers to centralize, act on, and understand their data in an omnichannel environment. The platform provides real-time, event-level user data to help buyers make informed buying decisions. Amobee's platform is designed to surface premium inventory for their buyers, and they work closely with OpenX to identify segments of supply that align with their clients' specific success metrics. They also use the open exchange to open up access for their buyers, relying on OpenX to achieve scale with premium publishers.
The Solution
Amobee also opens up access for their buyers through the open exchange. They rely on OpenX to achieve scale with premium publishers, leveraging OpenX's direct relationships to place their buyers higher in the stack. OpenX supplements supply curation efforts with an in-house, dedicated team that consults with agencies and trading desks. By connecting directly with buyers, OpenX is able to precisely match publishers with Amobee buyers and generate new premium deals. Additionally, OpenX has implemented new viewability measurement tools to support more strategic buying. These tools are part of a suite of quality safeguards, including OpenX's proprietary ad scanning technology. The OpenX Marketplace Quality team also thoroughly vets traffic to ensure the highest of quality standards.
Operational Impact
  • Amobee was able to surface premium inventory for their buyers by utilizing Private Marketplaces (PMPs).
  • OpenX's in-house team was able to precisely match publishers with Amobee buyers and generate new premium deals.
  • OpenX implemented new viewability measurement tools to support more strategic buying.

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