HOW A PIONEER NEWS ORGANIZATION IN INDIA BOOSTED PROGRAMMATIC REVENUE WITH PUBMATIC
NDTV has improved their overall programmatic monetization since consolidating all digital properties under PubMatic’s OpenWrap, seeing CPM lifts of up to 30%.
THE PUBLISHER
NDTV (New Delhi Television) is, and has been for more than a quarter of a century, a pioneer in India’s news television and digital journalism. Today, NDTV is the most watched news network in India. Now primarily an internet company across web, mobile web, and mobile applications, NDTV has diversified coverage to verticals including auto, e-commerce, food, and lifestyle.
THE CHALLENGE
Header bidding wrappers give publishers increased control of their programmatic revenue but can be challenging to set up and maintain. NDTV had integrations with three leading wrapper solutions: PubMatic’s OpenWrap, Prebid.js, and another leading Prebid-based wrapper — with each monetizing a different portion of their inventory. This led to challenges in reporting and the hassle of managing multiple wrapper solutions.
THE SOLUTION: PUBMATIC'S OPENWRAP
PubMatic’s OpenWrap is an industry leading wrapper solution, built on Prebid, that gives publishers access to innovative custom management tools and performance optimization insights to unlock new revenue opportunities.
After noting differences in the performance of the three wrappers, NDTV conducted tests to establish the best performing wrapper. PubMatic’s OpenWrap outperformed all other wrapper solutions and NDTV made the decision to consolidate all their programmatic inventory under OpenWrap.
The local PubMatic Customer Success team worked together with NDTV’s technology and ad operations teams to unify programmatic monetization through OpenWrap, and continues to run end-to-end tests to ensure consistent, positive change.