HOW FINECAST SCALED REACH WITH HEADER BIDDING FOR OTT
Header bidding doesn’t just benefit publishers, it confers a host of benefits on media buyers too.
SET UP
In order to demonstrate the efficiency and scale benefits of OTT header bidding, Finecast conducted a head-to-head test using PubMatic’s OpenWrap OTT header bidding wrapper and a tag-based integration. The test took place over 14 days, on the same publisher — True Digital, Thailand, and spend was split evenly between the two integrations for consistency.
RESULTS
PubMatic’s OpenWrap OTT header bidding wrapper outperformed the tag-based integration across all key metrics.
PubMatic
Competitor SSP
Integration Type
OpenWrap OTT
Tag-based
Avails
87MM
73MM
Wins
448k
408k
Match Rate
115%
99%
Bid Rate
7.43%
0.79%
PUBMATIC PERFORMANCE DELTA
19%
More Avails
10%
More Wins
16%
Match Rate Lift
9x
Bid Rate Lift
GREATER INVENTORY ACCESS
Header bidding conducted via OpenWrap OTT resulted greater first look access to inventory for Finecast, and a 19% uplift in bid opportunities vs. the tag-based integration.
IMPROVED BID RATE
Increased first-look access to inventory via OpenWrap OTT resulted in more bid opportunities for Finecast and an 9x higher bid rate than the tag-based integration.
MORE WINS
Header bidding via OpenWrap OTT resulted in a 10% uplift in wins for Finecast, due to the transparent and dynamic nature of header bidding’s unified auction.
IMPROVED MATCH RATE
Match rate via OpenWrap OTT was 16% higher than via the tag-based integration, due to the wider pool of inventory opened up by header bidding.