Mobile SDK drives 50% CPM increases; cuts latency by as much as 200%
LONDON, UK – OpenX, a global technology leader in creating programmatic advertising marketplaces that drive superior monetisation, announced that its Mobile SDK entered general availability following strong early results for mobile app publishers. The company also shared insights from one of the world’s top entertainment applications that participated in the beta, showing significant double digit CPM and revenue increases after integrating the SDK.
The OpenX Mobile SDK enables app publishers to take full control of their programmatic advertising through a direct-integration that delivers improved speed, monetisation and premium ad formats without impacting the stability of the app. The efficiency of the advanced integration empowers app publishers to receive the highest value for each impression through OpenX’s mobile-optimised ad exchange. OpenX’s marketplace provides the highest quality protections in the market today and offers app publishers access to every AdAge top 100 advertiser, more than 11,000 brands, and over 100 mobile-first demand partners.
Built from the ground up with a mobile app mindset, OpenX’s SDK addresses a key concern of app publishers in the market today: latency. Beta users experienced as much as 200% decreases in latency once they integrated the SDK.
iFunny, an initial beta partner and a top 10 entertainment app that accounts for 2% of total time spent on mobile applications for the highly coveted 18-24 demographic, experienced a 50% increase in CPMs and discrepancies dropped below 1% after implementing the OpenX Mobile SDK into their monetisation strategy. iFunny selected OpenX based on its expertise in the mobile environment, superior quality standards, and longstanding relationships with brand advertisers, which was also a big factor in helping the publisher effectively monetise MRAID formats.
“Strong performance and the ability to deliver immediate results are top priorities for us when selecting monetisation partners. In addition to these two areas, iFunny selected OpenX’s mobile SDK because we believe their exchange offers the right mix of global scale and commitment to quality and service we are looking for in our strategic partners,” said Sergei Efimov, director of monetisation at iFunny. “As a leading mobile app, it is crucial for our partners to provide guidance with a mobile-first mindset. OpenX’s mobile team has built a smart and technically sophisticated suite of app products, and we trust them to work with us on developing the capabilities that will drive our business forward.”
“In an ever-changing mobile environment, app publishers and developers need to work with partners that have the expertise to deliver and integrate mobile specific technology,” said Maggie Mesa, vice president of mobile at OpenX. “We designed our mobile SDK with the current needs of app publishers in mind. Our engineering and product teams worked to develop an advanced mobile solution that delivered faster performance, sophisticated quality controls and support of premium ad formats for our partners. With this SDK we offer leading app publishers an efficient and high-quality solution to maximise programmatic revenue.”
The full iFunny case study is available here.
OpenX is focused on unleashing the full economic potential of digital media companies. We do this by making digital advertising markets and technologies that are designed to deliver optimal value to publishers and advertisers on every ad served across all screens.
At OpenX, we have built a team that is uniquely experienced in designing and operating high-scale ad marketplaces, and we are constantly on the lookout for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.