Google open bidding

After adopting OpenPath, Freestar pubs now see 3x higher inventory fill rate from The Trade Desk demand and 27% higher programmatic revenue from these buyers.

Warner Bros. Discovery officially launched OpenPath last week, with the goal of driving demand for its news sites’ display inventory. But for now, CTV is not part of the integration.

Publishers were encouraged to see the DOJ highlight Google’s stranglehold on the ad server market and its attempts to weaken header bidding.

Starting last week and into this week, hundreds of court-filed documents have been unsealed in the lead-up to the Google ad tech antitrust trial – and it’s a bonanza.

Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.

Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?

Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.

In 2022, SPO solutions largely revolved around creating direct connections to so-called premium publishers. But machine learning (ML) and artificial intelligence (AI) also took on a bigger role in SPO this year. And 2022 was the year the ad industry began touting SPO as the solution of choice for sustainability-focused marketers.